Give your customers the content they want

Content needs to address customer’s basic needs

Is your content giving your customers and prospects what they want? Considering the competitive content landscape – two million blog posts are written each day – you can’t afford to miss the content mark. Content that connects addresses four basic needs:

  • Solves a problem
  • Educates,  informs or offers insight
  • Answers a question
  • Entertains

Content that connects also might ask a thought provoking question or introduce a new concept or idea. Here’s one that shatters the groupthink myth: Is Brainstorming Brain Dead?

Engage on an emotional level

Fortunately it’s unlikely the demand for knowledge will end anytime soon. That means your content, if it addresses the above and engages the reader in some emotional way,  (James Blute online marketer advises you tap into the customer’s emotional psyche) can help build a bond and inspire customers and prospects to take the action you want.

Get to know your customers

Start by asking questions. Use face time to ask questions and listen rather than pitch your products or services. Ask thoughtful questions to get the insight you need.  You’ll find out a lot more if you ask how does your company use cloud computing than are you planning to expand the cloud services you use?

Consider a survey: If you do, keep questions brief and easy; focus on one objective (customer satisfaction, purchasing plans, expansion); avoid open ended questions and try to be entertaining.

Leverage social media:  Post questions and comments on your social media channels — Facebook, Twitter,  and LinkedIn — to find out what your customers are thinking and want. Even when someone hits like on a post on your page or shares you are getting valuable insight. Review your blog stats.

Check in with other sites: Check out companies that offer products similar to yours. See what is working in terms of comments and shares.

Once you know what your customers want, you can begin to develop the content that matters to them.

 

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