Its 12 am and I can’t, for the life of me, fall asleep…so, what’s the first thing I do? I turn to my nightstand where my iPhone is resting, pick it up and search, “how to fall asleep quickly.” A wealth of blogs and YouTube videos greet me and I scroll through each of the “how to” options until I find one that seems effective.
But, this isn’t the first time I’ve turned to the Internet to for instructions or advice on anything from removing a stain to cooking dinner. And I’m not alone in this, as many people’s first instinct is to consult Google or YouTube when they’re looking for the “how to’s” in life. In fact, recent data from Google revealed that “how to” searches on YouTube are growing 70 percent year after year.
As such, brands that develop “how to” content drive more consumers to their websites by more effectively engaging them with these value-added resources. So, in the spirit of this blog, here’s some advice for B2B marketers for the upcoming months—work on your “how to” content inventory as this could be the best avenue for your target consumers to discover your brand’s products or services.
But how do you make great “how to” content? Let’s look into these tips and tricks:
- Thoroughly vet your consumers’ pain points: It’s important to know where your target consumers need the most guidance. Perhaps you have more than one type of target consumer and therefore must create content which speaks to their differing needs. For instance, a fitness center that provides service to a wide age demographic will need to serve up different “how to” advice for each generation. Maybe millennials want to know how to get a beach body for the summer months, but baby boomers want to know how to keep weight off while attending Memorial Day BBQs. You need to understand exactly what your consumers want to get out of the content you produce.
- Make it digestible: Try using blogs and video to create share worthy “how to” guides. Depending on your industry or the specific product you are pitching, a video may be more digestible than a blog post. For example, a technology company that wants to provide a “how to” on a complex subject—like repairing computer parts—a visual representation may be more suitable. However, other industries may benefit from a “listicle” which provides simple, numbered step-by-step instructions for accomplishing a certain task. In effect, a successful and engaging piece of “how to” content must be readable, actionable and proven to work—so, it might be a good idea to test out your steps before publishing to ensure cohesiveness.
Consumers turn to the Internet to find answers to all of life’s questions. So as marketers, why shouldn’t we create content that makes the most of this?
Whether skydiving in Interlaken or free falling into hot oil pizza from Colony Grille, Diana Bishop knows a thing or two about adventure. After graduating from Keene State College with a Bachelor’s Degree in English, she has used her experiences while studying abroad in Barcelona to inject fresh perspective into her work at Content Boost. Admittedly “artsy” by nature, she enjoys painting and drawing whenever she has free time on her hands. Before she joined the team at Content Boost she organized promotions and wrote commercial copy for iHeartMedia, a global entertainment and media company.