Attraction content is the first of our six content categories, and it’s both the simplest to explain and the easiest to overuse. Attraction content is, as you would expect, content designed to attract your ideal customer to your website, and ultimately, your business. This can be achieved by talking about the problems you solve, where your product can be used, benefits, features – anything that a potential customer might see and think “Yes! That’s what I need, and those are the people I need it from!”.
Attraction vs sales
Some content strategists separate ‘attraction’ content from ‘sales’ content, but we choose to roughly draw a big circle around them both and lump them together. Here’s why: If you’re attracting, you’ll need a call to action about how you can buy the solution. If it’s sales content, you’re going to need to make it attractive and give evidence that you can solve at least some of the reader’s problems.
Examples of attraction content
Beating cravings on a diet: Reduced-carb baker, LoCho, are attracting customers who are on a low-carb diet, but can’t stop thinking about bread and butter pudding. The problem is clear, and the solution is LoCho.
Overusing attraction content
When your end goal is improved visibility for your brand and increased sales, it’s easy to focus on attraction content for your business. But without taking the other categories into consideration, you risk turning your website into one long sales pitch. This can be off-putting to potential customers who are looking to be fully informed and guided through your process.
When attraction content is a strong part of a full content strategy, it can be very effective. However, we suggest weaving it between the rest of the categories for best effect:
To see how they all fit together, see our article on the six types of content to consider for your business.
Writing your own attraction content
To come up with your own topics, ask yourself the following questions:
- What problem do I solve?
- Who can I best solve it for?
- Is that who I want to work with? (If not – see repelling content.)
- What benefits would my ideal client gain from my service?
- What might they have tried before?
- How would my ideal client use my service?
- What’s stopping them from using it right now? Awareness? Lack of understanding?
Think about what makes people a good client for you. They listen to your advice, and have the available budget for your solutions. Keep them in mind and speak to them at all times with your attraction content.
When to use attraction content
This kind of content should be clearly visible on your website. Link to it from sales pages to help prospects understand at a deeper level. It’s also a good idea to send links to prospects during the discussion stage. When you have enquiries from clients, instead of writing out a long message explaining the benefits, you could use an email like the one below:
Hi {Prospect}
Yes, many of our customers use {Solution} for {Problem}. Here’s an article from our blog that explains more:
I’ve also included an article that explains a few additional benefits of {Solution}.
I hope that helps; please feel free to reach out with any further questions.
Including your articles in your client communication saves you time and helps your prospects become informed customers.
Attraction content is an important pillar for your content strategy. It helps your ideal clients find you, understand how your solutions will benefit them, and imagine themselves using your service. It works best as a portion of your content strategy, but it shouldn’t be your content strategy. To talk about how attraction content could work for your business, book a call using this link.
