Chakray identified that CIOs were curious about how they could implement WSO2 technology in their company and wanted to see how it worked in projects like theirs. To capture their attention, Chakray works on very specific success stories that his target audience can fully identify with. An example of this is his success story Integration and interoperability with the HL7 protocol with WSO2 . For many, this title means nothing, but if you are the CIO of a hospital whose software is based on Oracle, there is very little content that really addresses your needs. You couldn't miss this content! It doesn't matter if fifteen people read it if they are really mexico phone number search the ones we are interested in.
This type of content goes beyond “what we do” and goes directly to “how we do it.” It is very attractive content for potential clients. It is the secret recipe. Saying “I make Coca-Cola” is not the same as saying “this is how I make Coca-Cola.” After reading the recipe, you may try to do it yourself, but you will soon discover that it is easier, cheaper and more effective to hire the services of an external company whose solutions you know have had great results.
Thanks to its content strategy, Chakray increased its website conversion by 103% and tripled the number of contact requests on its website.
In conclusion, you will have seen that all these content marketing examples have a single protagonist: our buyer persona. It is important that we understand their needs and also what phase of the purchasing process they are in. Once we have our bearings, it will be easy to identify the content marketing strategy that will attract their attention. What can we do for them? How can we resolve their doubts? What barriers do they have to move to the next phase of purchase? If you have answered this question, you already have a great idea for your next campaign.