When your potential end-user customers initiate the process to find the right security solution for their particular needs, they typically aren’t starting with a specific product or brand in mind, or aren’t ready to search for a service provider like you. Instead, they begin with a problem or question they need to solve. This is where targeting informational and resourceful security-related searches can make a significant impact on your content marketing strategy.
The Nature of Initial Security-Related Searches – They Have a Problem to Solve
Consider a business owner who has noticed unauthorized individuals tailgating into their parking area, a security manager for an electrical utility looking at options to monitor remote infrastructure or a church administrator concerned about managing access control for a large congregation. These individuals may not yet know the exact type of security technology they require. What they do know is that they have a problem to solve. Their initial searches will likely include queries like “How do I prevent tailgating in our parking access control system?” or “What products can help us to remotely manage the access control system of our church?”
Tip of the Spear Information Gathering Searches – Develop Your Thought Leadership
These types of questions are broad and exploratory. They fall under the category of informational and resourceful searches, where the searcher is looking for guidance, insights, and potential solutions rather than necessarily a specific product, brand or service. By targeting these searches with well-crafted blog and static website content, your security company positions itself as a helpful and authoritative resource, which can guide these potential customers down the sales funnel.
Benefits of Problem-Solving Content
When you create content that addresses the specific challenges or questions your target audience is facing, you achieve several important goals:
- Attracting a Broader Audience: Informational searches typically have significantly higher search volumes than product-specific queries. By answering common questions and addressing typical problems, your content can attract and engage a wider audience. This is especially valuable in the electronic security industry, where potential customers are often in the early stages of research.
- Establishing Authority: High-quality, informative content not only attracts visitors but also positions your brand as an authority in the industry. When potential customers see that your brand consistently provides valuable information, they are more likely to trust you when it’s time to make a purchasing decision.
- Expanding Beyond Geographic Boundaries: Unlike location-specific searches, such as ‘commercial security company in Washington DC,’ informational queries are often relevant to a national or even global audience. For example, questions about the performance of solar-powered security cameras or the potential risks of employees duplicating key fobs are concerns shared by businesses across the country. By answering these questions, you can attract traffic from a much wider geographic area, increasing your reach, SEO and ranking with Google.
Guide to Creating Informative Engaging and Actionable Content That Converts
- Identify Common Pain Points: Start by identifying the common challenges or questions your target audience faces.
- Craft In-Depth Guides and Tutorials: Once you’ve identified key topics, create comprehensive guides, videos or blog articles that provide detailed answers and solutions. For example, a blog post titled “How to Secure Your Business Against Tailgating: A Complete Guide” could offer step-by-step advice, explain the importance of access control, and suggest specific technologies that can help.
- Use Clear and Concise Language: While it’s important to provide in-depth information, it’s equally important to present it in a way that’s easy to understand. Avoid jargon and overly technical language unless you’re sure your audience is familiar with it.
- Include Visuals and Examples: Visual content, such as diagrams, videos, or infographics, can make complex topics more accessible.
- Provide Next Steps: After addressing the initial question or problem, guide your readers to the next step. This could be a call to action to contact your sales team, download a detailed product brochure, or read more about a specific solution you offer.
Electronic security brands that succeed with their content marketing are those that provide real value to their customers at every stage of their journey.
Key Takeaways
- Share your problem-solving knowledge
- Go from content that is transactional to content that people want to engage with
- Stand out from your competitors who focus primarily on the ‘sale’
At SecureMark Solutions, we understand the importance of a well-rounded content marketing strategy. We specialize in helping electronic security businesses connect with their audience by providing the answers and solutions they’re seeking.
We can help you position your brand as the go-to resource in the industry. Want to learn more? Contact SecureMark Solutions today.