September 26, 2021
Using content marketing is a great way to bait consumers into learning our products and services.
Give a man a fish, you feed him for a day.
Teach a man to fish, he will come back to your website to buy hooks, baits and fishing rods for life.
Consumers love to be educated, especially on the products or services they are intending to buy.
However, they are sick and tired of watching salesy, disruptive ads.
They want original content that is educational on the topic of the product, not the brand itself.
How do we know what kind of content we should produce for our customers?
How to Create Great Content for Customers
- Speak to On-Ground Sales or Customer Service Personnel
- Summarize Knowledge into Digestible Content
- Creating a Spider Web of Content
1. Speak to On-Ground Sales or Customer Service Personnel
While the marketing team is responsible for content marketing strategies for the brand, it is often the on-ground sales team or the customer service team who knows better.
They know what consumers need exactly especially when they are the ones who are interacting with them directly.
On top of that, on-ground personnel have great in-depth knowledge that goes far beyond the specifications in the product brochure.
Find out from them what common questions customers usually ask and build your content around their expertise.
2. Summarize Knowledge into Digestible Content
A recent study found that the average human attention span has fallen from 12 seconds in 2000 to merely 8 seconds today.
You may need to summarize and break down the content into digestible parts so consumers can consume them easily within a short time.
By producing these content in form of blog posts on your website, you are positioning your brand as the field expert in your industry.
3. Creating a Spider Web of Content
Sharing your content externally such as on social media platforms is a great way to build your website’s domain authority.
Also known as off-page SEO implementation, this allows you to direct traffic back to your website which is crucial for outranking your competitors on search engines.
Assuming your website is properly SEO optimized, you will be generating consistent organic traffic from search engines with time.
What other ways do you generate content for your business? Share with us your ideas in the comment section below.