Content marketing is a very powerful tool that makes your brand memorable and passion-provoking if done right.
You can hire a writer or outsource content marketing altogether and roll out new blog post every other day, but how do you ensure that the content your brand puts out is engaging and useful?
You might have the highest-quality content but if the topic or the angle doesn’t interest your customers, your efforts are useless.
This is the first and most effective way that your customers will find your content useful! Of course, you have an FAQ page in place, but what about all those questions you get in email and on social media? Is your product safe and hyper-allergenic? Where do you source your materials from? Do these products go well together?
Any number of possible questions regarding your products that may be little, nit-picky things that people want to know before giving you their money. Besides, creating a blog post will save you lots of time the next time someone e-mails you a question regarding your products — just insert the link to the blog post where you talk about it, instead of manually typing the answer in every time someone has this question!
Similar to the first point, educate people on the importance of your business practices. How do you ensure that your product is environmentally-safe and why does it matter? How do you ensure that you source your materials in a fair trade way? Why should people switch from conventional to organic products? How is your product different from competitors?
Some people can get very passionate about these things and this is great. You want your marketing efforts to evoke passion. You also want to show value in choosing your products over someone else’s who shows less care in their business decisions, practices and ethics.
Check related forums
Find forums and groups relevant to your business. Examine what people are curious about, what questions they have, what needs need to be addressed and are not.
Create content to answer those commonly-asked questions. Bonus tip, you can now reply to those questions with a link to your blog post, driving new traffic and potential leads to your website.
What do people search for
There are quite a few tools out there that help you identify and analyze what people are searching for. Use the most frequent search terms to your advantage. Not only will this help your SEO and get you relevant traffic, it will also ensure that your blog posts are relevant and address the questions people are searching for. Imagine what a relief you blog will be to those actively seeking answers and tips.
Ever wanted to write an article about what people taste like? Apparently there is a demand for an answer.
Ask your customers directly
Once in a while, ask your followers on social media platforms what struggles they have or what they’d like to know more about. This is the best, most direct way to see what people expect from you. Create a poll with 5–10 possible answers that might be general topics or more specific questions and see what top 3 options are. Focus on those first.
Delight your followers with a new blog post that addresses their needs! This shows great care and diligence; and people surely appreciate it. Asking questions also boosts your engagement on social media.
How do you know what your customers want and expect from your brand? How do you go about researching this important question? Leave a comment in the section below.
Originally published at thesocialmediacurrent.com on March 13, 2015.