In marketing, “killer content” is an important element that greatly contributes to business success. However, there may be some people who are worried that the content they have put so much effort into creating is not producing any results.
In this article, we will explain how to create killer content and the points you should be aware of. If you don’t know how to create effective killer content, please refer to this article.
What is killer content?
Killer content is content that has a powerful effect on selling products and services. For example, suppose a company sells health foods.
Rather than simply selling health foods, the company posted an article on its website and social media called “recipes recommended by health advisors” using the company’s health foods, and the number of orders from that article increased. Masu.
In this case, this article is the killer content. Providing valuable information on nutrition, supervised by experts known as health advisors, it is interesting and useful for people who are becoming increasingly health conscious.
Even people who have no interest in healthy food may naturally come across killer content while researching information about healthy cooking, and end up purchasing the product.
Additionally, creating and publishing videos and articles that demonstrate transparency about the manufacturing process and ingredients of this health food product will help convey the product’s authenticity and value to consumers.
Killer content is more than just advertising; it is an important element that builds trust with customers and creates attachment to your products and services.
Typical example of killer content
There are various kinds of information that can be killer content, but the following information can be killer content.
I will explain each in turn.
Reviews and customer feedback
Word of mouth and customer testimonials are powerful killer content. This is because it contains the customer’s own experiences and impressions of actually using the product or service, rather than advertisements or promotions, so it has more direct credibility.
Prospective customers will naturally feel more confident in your product or service if other customers have given it good reviews, and they will be more willing to purchase with confidence.
Word of mouth and customer testimonials are characterized by the frank expression of emotions and true feelings. Additionally, because it can be easily spread on the Internet and SNS, it can serve as a powerful killer content.
Survey results
Survey findings can also be extremely valuable as killer content.
This is because by collecting customer opinions and requests and effectively utilizing that data, we can formulate strategies that meet customer needs and improve our services and products.
Surveys are a way to directly ask customers about their own opinions and requests, so it is possible to get to the bottom of what customers really think, just like reviews and customer feedback. Survey results that reflect the real voices of customers are an extremely valuable source of information for companies.
Disclosing survey results can also be killer content, as it increases a company’s credibility and transparency.
Introduction example
Case studies have the potential to be effective killer content to convey to customers a concrete image of what it would be like to use a product or service.
This is because it is easier for customers to imagine their own experience using a product or service, and by empathizing with that experience, they are more likely to purchase.
Case studies also play the role of bridging empathy with customers. This is effective killer content because by empathizing with the success and satisfaction other customers have experienced, prospective customers feel like they can have a similar experience themselves when using your product or service.
Opinions from experts
Expert opinions are a powerful piece of killer content and play an important role in increasing the credibility and value of your product or service. This is because having your product or service evaluated by industry experts and celebrities makes it easier to gain trust from potential customers.
By proactively leveraging opinions from experts, companies can increase confidence in their products and services and stimulate potential customers’ desire to purchase.
Marketing strategies
that leverage expert input are important to building trust with customers and achieving lasting success.
Flow of introducing the service
Content that clearly shows the flow of implementing a service is extremely effective as killer content. This is because by clearly explaining the steps and processes that customers need to follow when implementing a service, we can resolve their concerns and doubts and increase the likelihood that they will make a purchase.
Before applying for a product or service, customers are often concerned about whether it is safe to apply. Once customers understand the process of introducing a service, they can apply for products and services with confidence.
In addition, the stage of introducing a service is a very important part of
the customer journey
, so if customers can smoothly introduce a service, their satisfaction level will increase, leading to repeat purchases and word-of-mouth communication.
Comparison table
A “comparison chart” that compares the differences between your own products and competitors’ products is also sometimes used as killer content.
This is because by clearly explaining the differences in performance and features between the products and services offered by competitors and your own products and services, you can provide useful information to potential customers.
Additionally, since you can use a comparison table to emphasize and express the “strengths” of your products, you can strongly impress potential customers with the superiority of your products and services.
Comparison tables are therefore extremely effective as killer content that clearly communicates the differences between products and services to customers and stimulates their desire to purchase.
How to create killer content
So how can you create killer content?
Killer content is generally created in the following way.
1. First, understand the flow and background behind how existing customers reached a contract.
2. Hypothesize and verify
3. Prepare and analyze content for your hypothesis
I will explain each flow in turn.
First, understand the flow and background behind how existing customers concluded contracts.
When creating killer content, first start by understanding the flow and background behind how existing customers reach a deal.
This is because you can understand the factors that led to a deal and effective approach methods, and create killer content more effectively.
For example, suppose a company that sells health foods investigates the reasons why existing customers close a contract, and the following factors come to light.
Based on this information, you can create articles with the theme of “Effective ways to eat healthy foods recommended by health advisors” as killer content.
This article will help new customers understand the value of your products by detailing how to eat healthy foods based on expert opinions and the health benefits of existing customers. Additionally, transparent information about product ingredients increases customer trust.
Hypothesize and verify
Once we have identified the flow and background behind how existing customers have concluded a contract, we will make a hypothesis and verify it.
First, when creating an article in the category of “Effective ways to eat healthy foods recommended by health advisors” as killer content, we set the following hypothesis.
Next, conduct an experiment to test your hypothesis.
Create articles that include elements that correspond to each of the above hypotheses, and articles that do not include the above elements, and publish them on your company’s homepage and SNS. Then, let’s examine the conversion results for each article.
Prepare and analyze content for your hypothesis
As a result of our verification, we will improve the articles that have high conversions or consider disseminating information other than through our website or SNS.
When creating killer content titled “Effective ways to eat healthy foods recommended by health advisors” using hypothesis and verification methods, we understand effective content elements and develop strategies that meet customer needs. You will be able to launch it.
By repeating verification based on the analyzed data, you can make improvements to achieve sustainable results, leading to improvements in customer satisfaction and business results.
Points to keep in mind when creating killer content
We will create killer content using the steps mentioned above, but when creating killer content, you should also be aware of the following points.
Some people may think, “If all the content is killer content, the optimal effect will be obtained,” but this is not very effective. This is because killer content may not resonate with customers who have little interest in the product.
Killer content plays the role of attracting a wide range of customers and increasing
by linking with other content.
Therefore, instead of making everything a killer content, consider creating a balance as a whole. It is also important that the killer content is content that conveys information that potential customers want to know.
Be careful not to create content that only emphasizes what your company wants to convey.
Where should you use killer content?
To effectively deliver killer content to potential customers, you can use the following mediums:
In either case, it is important to devise a distribution method that takes into account a flow path that will increase conversion.
Also, be sure to use SNS as it has a high spreading effect.
summary
In this article, we explained typical examples of killer content and how to create it. Having killer content can be a huge advantage when it comes to
marketing
and promotional activities for products and services.
Killer content can be an effective sales tool by providing appropriate information from the customer’s perspective to customers who are interested in your products and services.
It is also important to continually improve products in line with market trends, rather than just creating them. If you are having trouble creating content, why not review and improve your existing content while referring to the contents of this article?