Content is KING - Part 2 of the 3 Part Blog Series

"Content is KING - Take 2" A 3-Part Series on Engaging your Audience.

So, now you have your marketing plan in place. Now...what should you say to your audience? Last month, I gave two tips (Tip#1: Share your Secrets; Tip #2: Share your Knowledge) to help come up with creative, compelling content for your marketing. Want more ideas? Here are a couple more tips to get your creative juices flowing!

Tip #3: Rely on Your Customers’ Expertise.

A third option for content is to make your customers the experts. Sometimes, because they’re not as invested in and knowledgeable about your products and services as you are, they have a simplified perspective. Often, they value things about your products and services, or they have uses or tips, that you might not even be aware of.

• Let your customers give advice.

• Instead of giving subscribers your tips, ask a few of your best customers what advice they would give to fellow customers. For example, a gardening center might send an email newsletter with customer tips and ideas for creating indoor gardens. The gardening newsletter could include related offers for plants mentioned in the newsletter.

• Be an expert interviewer
Interview your customers about their experience or expertise and share the interview with your audience. For example, a travel agent might interview a customer who recently took a trip to a featured destination. In this case, including a few photos from the customer’s trip would be a great addition (after all, a picture is worth a thousand words.)

Tip #4: Turn Questions into Content.

Customer questions posed to you through email, over the phone, on social media, or through any other channel are a perfect base for creating content. Chances are good that more than one person has the same question, so your answer can benefit many. Take the question and answer and turn it into an article for your newsletter or advertisement.

For business-to-business organizations, monitoring social media sites — particularly Twitter and LinkedIn — for industry-related questions and trends can provide similar content. Take a question posed to a group and answer it. Doing so can demonstrate your expertise in your industry. If you’re going to use your questioner’s name or any other identifying information, it’s recommended that you get his or her permission before publishing the question in a public forum.

Tip #5: Share your Humanity.

Nonprofit organizations can add content that takes the reader beyond just a plea for donations. Organizations should publish “mission statements” that bring the mission of the group to life. For instance, a local Leukemia Society could feature a child and family dealing with the disease. Doing so puts a real face on the issue for readers. Profile staff members as well and share their story of why they’re involved in the organization. People like reading about other people, even if they don’t know them personally. And anytime you do a story about a person, make sure to include his or her picture. That makes the story come to life. While the main body of your marketing piece should be an article that ties to your mission statement, nonprofits can add a soft sell by listing ways subscribers can help without donating money. For example, they could donate used clothing, time, or goods. Make it obvious that there are many ways they can help.

The takeaway here: Remember this - People first! Think about YOUR customers and ask them to review your products or services, and don't just concentrate on your customers...remember your employees and volunteers, too.

Look into the Future: Next month, I will talk about using 3rd Party articles and Collecting Content as well as Hiring a Ghostwriter! Stay Tuned!!

Need help coming up with content? Call Renee @ 515.259.0577 for a FREE consultation and brainstorming session!
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