Creating content customers want to read seems like a no-brainer, but it’s often easier said than done.
Companies that consistently craft articles their customers want to read have honed in on a simple but powerful objective: they address real concerns readers face in their roles. Creating content that solves problems is a surefire way to position a company as an ally, here to help customers throughout their buying experience.
Here are three steps to break down this feat into manageable actions.
How do you find out what your customers want? Put an ear to the ground and listen. In most cases, customers are eager to tell businesses exactly how to meet their expectations – especially when complaining.
This information could already be available through engagement on social media channels, comments on existing blogs posts or scattered emails in an info@[domain].com email address.
Don’t have this? Consider a survey. This could be an in-depth research piece looking into customer opinions, or it could be much simpler by asking a question on social or within a monthly newsletter.
For example, we’ve heard from several Clients in various industries that vendor neutrality is a big deal for their customers. Knowing this was a valuable selling point so our Client team created a campaign focusing on their vendor neutral approach.
When listening with intention, resounding messages from customers become clear – making for good content ideas and in some cases, full-fledged campaigns.
Now for the fun part (at least we think so)! Transform the messages from customers into helpful content. Organize the topics in problem/solution format. Each piece of content can focus on a different topic or set of related topics and their corresponding solutions.
Rise from your cube and stroll over to a colleague to talk with the people manning the front lines every day. This could be the sales team, account managers, or customer support.
Strike up a conversation with the people closest to customers and you’re sure to hear an earful about what customers believe. Take this a step further by asking teammates to write down questions and problems they hear from customers and share to fill the content pipeline.
Side note: We know that mining for customer feedback can be draining, especially when you’re as connected to your company as we are. Go easy on yourself as you embark on this process. Not every customer problem can be solved.
Mix up methods for publishing content by varying the platforms used. For example, an article could delve into instructions for a specific software feature. A series of social posts could explain the top questions about a best-selling product, or an email newsletter could feature a reminder on best practices for a new app download each month.
Writing content that solves problems alleviates a concern for customers and provides quick answers for online queries.
What security measures are in place to protect my data?
Which product is the best for my upcoming project?
How can I employ SEO to get more conversions?
Whether a team is looking to revamp its company’s content efforts, or build a plan from the ground up, Br8kthru is here for support every step of the way.