Teaching Articles To Help Prospects Overcome Obstacles

Content marketing has a main goal of helping your prospects.  Thus, teaching articles which help your buyers to frame their problems and figure out how to overcome their issues need to be part of your engagement and approach..

When a person lands on an article or is following you via social media or RSS, they gravitate to what will improve their life and circumstance.  They have problems and they are searching and tuning in for answers.  Your content can create the value and guidance they are seeking.  Here are ways to make teaching articles effective and move your buyer to higher levels of trust:

  • Think deeply about the obstacles.  Put yourself in the buyer’s shoes and empathize with their pain and obstacles.  Articulate this and help them to understand the context of their problem.  Providing context and what the obstacles are will make a connection and make your content relevant to their world.
  • Provide strategy and steps.  Walk your prospect through the steps.  Tell them how to overcome the obstacles.  Listing them out in sequence with descriptive steps helps them to take action.  A checklist also works.  If they do the steps a positive outcome of change should happen.
  • Focus on the change.  You have success stories.  Share what the picture looks like and how people who have used your process, service, product or advice benefitted.  Paint a picture so they can see themselves inside the story.  Connect the dots through teaching that each step leads to the outcome you articulate.
  • Share how you help.  There may not be a complete solution without your leadership and service.  Speak concretely about how you work and what part you play in the successful story.  Teach how your process and approach works and how you do things differently and specially.

Assume that buyers are not as educated as you are.  They are learning to ask the right questions and think about how to solve a problem that is commonplace and frequent for you.  Teaching them how to approach and contextualize their problem provides immense value to orient them to how to solve the problem.

How can you use teaching articles to help your buyers?  Feel free to comment below.

Published by Don Dalrymple

I partner with founders and entrepreneurs in startup businesses. I write and consult on strategy, systems, team building and growing revenue.

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