This week we have the amazing Chris Marr on the podcast. As an expert when it comes to becoming a ‘Wikipedia’ in your industry, Chris and I look at how to create content that leads people to buy. Although you may create content that is well-written or nice to look at, you need to think about how you’re going to use content to get people to buy into your product or service. Whilst we’ve spoken about this before, this episode goes much more into depth when it comes to creating valuable content. Grab a pen and a notepad, the episode is going to be filled with great snippets of information!KEY TAKEAWAYS COVERED IN THE PODCASTYour customers and prospective buyers should determine the content that you create. Often, people create content for their peers instead, whereas, if you want to be an authority in your market is to create content that shows that you understand your customers.If you can serve your customers better, you will be seen as an expert in your industry.When creating your content, you need to think about how people go through the buying process. What problems do they have? What objections do they have? The content that answers this is the content that will perform well in terms of conversions.Buyers are doing research online before they make a buying decision so you need to step away and see the world as a consumer. On average, 77% of a buying decision is made online before a buyer contacts a company for the first time.The people that are vulnerable and honest in their industry effect their consumers in a positive way. If you’re not confident about your product and service, you’re going to hold back when it comes to creating content.If you’re worried about creating content in a different way to everyone in the industry then try to overthink it. You need to create content exactly how you want to. It will help you stand out!Although you should be keeping an eye on what your competition are doing, you need to have a unique approach to your content.Content is not about virality in your industry it is about your buyers making a buying decision. If one person has the ability to buy something and your content helps them make this decision, it is a success. Being famous to buyers is powerful.If your buyers have a question, it is your responsibility to answer it.There are 5 main topics that buyers want to have answers to when it comes to content. Those are price, cost, problems, reviews and comparisons and best of.You need to become the ‘Wikipedia’ of your industry. This means people use your website as an information resource to figure out what they want – whether they buy from you or not.By typing the questions you get from your buyers into Google and looking at the suggested searches, you will be able to get a snapshot of what your customers want to know. Once you’ve done this, you need to work out which questions have already been answered.You need to let go of the need to look smart.There are no secrets in any industry, so don’t worry about sharing them online. Let go of the need to control.It is not about being the first, it’s about who can do it better.THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…Traffic to your website doesn’t necessarily mean leads. You need to differentiate between the two and ensure you’re writing content that leads to sales.HIGHLIGHTS YOU SIMPLY CAN'T MISSIntroducing Chris Marr – 03:12What Should We Think About When Creating Content for Our Audience? – 06:06What Content Should I Be Producing? - 11:30Should You Post Controversial Content? – 16:00How to Stand Out and Be an Expert in Your Industry – 26:28How Do You Know How to Help Your Customers? – 34:46Should You Share Your Secrets? -...

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