Content Strategy: The Customer and You

In developing a website for effective marketing, we all understand the need for creating content that focuses on the audience. In order to convert visitors into customers, you must reach their needs and interests, which means providing content that is focused on what they are seeking. The problem with focusing too hard on this goal is that something may get lost in the process — your voice.

As a specialist in your industry, there is no better expert than you when it comes to your business, products, and services. You have the first hand experience, working knowledge, and perhaps most importantly, a passion for what you do. No matter what the subject or venue, articles and stories written by an author who is passionate about the subject matter are almost always more enjoyable to read.

When coming up with content ideas for expanding your website, posting to your blog, or sending an email blast, consider not only what will interest your readers, but what will interest you. Below is a two-part exercise for brainstorming content ideas. Try completing these two sets of questions:

 Set One:

• What are the problems my clients are trying to solve?
• What are the current trends in my industry?
• Why do my customers choose my business over competitors?
• What are the questions my customers ask the most?
• When my customers call or fill out a contact form, what information are they most often seeking? 

Set Two:

• What aspects of your job do you enjoy the most?
• With what specific solutions have you recently assisted customers?
• What are the products or areas of service within your business that interest you most?
• What are the industry-related business topics that interest you the most?
• What are the projects you have enjoyed working on the most? 

After you have completed both sets, compare the answers. Look for areas that intersect. For example, you know that your clients are looking for ways to save money, and that you are extremely interested in lean manufacturing principles. Write an article about how your products and/or services can help your customers save money by promoting lean principles in their businesses. The primary goal with this exercise is to develop a list of effective topic ideas that you will enjoy writing about.

If you need assistance with writing, keyword optimization, or the idea brainstorming process, just give us a call!