Focusing on benefits and showing how features are beneficial to the buyer helps to create content marketing that works. The benefits that speak to your audience inform them of how the product will make them feel. How it will make them a better person, or make their lives better. It speaks to them on an emotional level first. The features of a product can be transformed into benefits by translating them into ways they will benefit the buyer.
- What customers really care about is what the product can do for their specific needs or situation.
- Your content marketing should place less emphasis on features — your product or service’s characteristics — and more on benefits for the buyer.
- The term “fake benefits” describes notional benefits that are too abstract or complicated for customers to care.
“Because we research our topics deeply and spend so much time writing about them, we tend to understand the technical specs inside and out.”