1. What questions do your customers ask you the most?
A highly relevant question that is nevertheless often overlooked when it comes to content marketing. Which is a shame, since there is a lot of useful content that can come from these questions, and your customers’ ponderings in general. Talk to your customer support team, and look at customer surveys (or conduct a new one). What do your customers ask you on social media, in emails, or on your website? It is an excellent source of new content marketing material – articles or other website content – where you can address and discuss matters that your customers want to know. Moreover, your company will be thought of as attentive and forthcoming in the process.
2. Are you presenting your customer cases appropriately?
Your customers will want to know that you do not just “talk the talk”, but “walk the walk” as well. So give them concrete examples of it! Make it a priority to regularly publish customer cases, to further present the work you are doing for (and together with) your customers. Other customers and prospects will recognize their needs, and will want to know how you can help them, too. If you are able to include quotes and pictures, preferably also a video snippet with the customer, that is even better. It puts additional weight behind your words, and helps build trust among precisely the people you want to attract.
3. Do all the business areas in your company get to share their expertise?
Not only do you and your coworkers have lots of knowledge, but knowledge about a vast spectrum of issues. Your content marketing should reflect that, and make use of all the different sorts of expertise you harbor as a company. If you are unsure of how best to do this, we will gladly help you.
4. What are the most important developments within your industry?
By addressing trends and developments within your industry, you can be seen as a thought leader and important source of new knowledge. It is not about sharing news – plenty of sources already do that. Instead, offer your take on what your industry is experiencing, how that will impact customers, and what you are doing in response. Are you a pioneer that is tapping into an exciting development? A part of the solution to an upcoming challenge or problem? Describe the situation (now and ahead), your role in it, and how you would like your customers to think and act.
5. Do the people of your company get seen and heard?
Look around your organization for coworkers who want to share their knowledge and experience. Describing topics from the perspective of an employee makes the text more trustworthy and relatable to your readers. You pass on valuable information to your customers, and strengthen your relationship with them in the process. Do not forget to put a human face on your articles, quite literally. By including a portrait photo of the official author, and basic contact information, your content marketing articles will be even more strongly connected to your company and personnel: the people your customers will interact with.
We hope these tips will help you in your content marketing work. If you have any questions about content marketing, or want us to help you find the strategy and content that works best for your business, do not hesitate to reach out. We look forward to hearing from you!
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