What Should You Be Writing About?

In today's newsletter, I'll answer this popular question using a detailed example: an IT services company who wants more $5000/month clients.

You can modify the example to align with your company and you'll quickly see what your audience wants you to be posting and sharing - both on your website and on LinkedIn.

(BTW if you're an IT service provider, I've already done the research for you - just get started and you'll have a good chance of attracting more leads within a month.)

Parts of a Good Content Strategy

You hear it all the time: write high quality content to attract qualified leads. The logical next question is "what should you write about?"

A good content strategy aligns all of these important parts of the content puzzle:

• Ideal client profile
• Buyer personas
• Buyer journey stages (read more on this)
• SEO keywords
• Keyword intent
• Your subject matter expertise

Example of What This Means

For an IT service company, we need to define each components. While many IT companies focus on a wide audience, we need to narrow this down a bit so we can pull the right prospects into our orbit. Here's an example of how you can create alignment to see what "high quality content" means:

Ideal Client Profile:

• Manufacturing companies with 50+ employees

Buyer Personas:

• CEOs want to make sure they can scale the business
• CFOs want to get the best ROI on their investments
• COOs want to minimize downtime and increase productivity

Buyer Journey Stages:

• Awareness - what are the problems they need to solve to achieve their goals?
• Consideration - how can they solve these problems?
• Evaluation - who can help solve them?

Keywords (researched via Semrush ):

• managed IT services for manufacturing (search volume: 320, difficulty: 0/100)
• IT services for manufacturing (search volume: 390, difficulty: 3/100)
• IT services for manufacturing companies (search volume: 90, difficulty: 7/100)
• IT services for manufacturers (search volume 20, difficulty: 0/100)
• There are several more (tools like Semrush can help you find the right terms)

Intent:

• Mix of information and commercial intent, meaning that when prospects type these search terms into Google, they are often looking to hire a company to help with their issues, but also understand how to address their IT challenges.

Add Your Expertise and You'll Have a Solid Content Plan

Only after thinking through the content strategy parts above are we ready to come up with content ideas.

This way, you align all of the components so that your content plan reaches the right audience. Otherwise, you're shooting in the dark and wasting your time and money on creating content that won't perform.

5 High Quality Content Ideas

You're now in a position to write about specific issues that manufacturing companies face related to IT. Here are 5 examples that align all of the parts of the puzzle to create a content cluster that builds your authority:

These 7 IT Services Help Manufacturing CEOs Scale Efficiently

• Consideration stage targeting the CEO - Covers which IT challenges can slow growth and the specific managed IT services that help companies scale without bottlenecks.

How CFOs Can Maximize ROI with IT Services for Manufacturing

• Consideration stage targeting the CFO - Breaks down the cost benefits of IT investments, cybersecurity, and automation in manufacturing operations.

Minimizing Downtime: Manufacturing Companies COO's Guide to Reliable IT Services

• Awareness/Consideration stages targeting the COO - Discusses how IT services can prevent costly downtime, improve efficiency, and keep production running smoothly.

IT Services for Manufacturers: What to Look for in a Managed IT Partner

• Evaluation stage targeting the CEO/COO - Guides decision-makers on choosing the right IT provider, covering key services, security, and support considerations.

The Hidden IT Risks Costing Manufacturing Companies Millions

• Awareness stage targeting all personas - Highlights cybersecurity risks, outdated systems, and inefficiencies that impact productivity and revenue.

MakeMEDIA's New Content Plan Maker Coming Soon

This approach to creating your content plan will generate qualified leads because it adds a lot of precision to your efforts.

Seem like a lot of work?

Later this month, we're releasing MakeMEDIA's new Content Plan Maker.

It creates complete content plans within a few minutes, taking into account every part of the content planning puzzle. Here's a sample clip of what it can generate:

Plus, once you create your content plan, you can start making authentic articles by talking through a guided interview that it builds for you. Moments later, you'll have high quality content ready to use.

Try MakeMEDIA Free →

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