What your customers want you to blog about

lean content marketing bristol

 

Your customers are the key to the content you need to write. If this sounds simple, or obvious, it’s because it is.

Most of us are too busy to actually have a good look at our customers’ needs. We’re too busy delivering to stop and think about why our customers came to us in the first place. What differentiated us from the competition? What questions brought them to us? How did we, unwittingly perhaps, answer those questions?

Great content is about connection through challenge:

 

Knowing yourself       

        +         

Knowing your customer

  +   

 Challenge

=

Connection

                                                   

You need to know yourself and your audience to know what to write content about. This will influence both the topics you choose and your approach – what you write about, and what your business has to say about it.

 

Time spent understanding your audience isn’t wasted, but how should you go about selecting topics? Let’s look at some hypothetical examples so you can see some different approaches to analysing your customers.

 

Case Studies

Example Company A – Wallflower Web Design

Having reviewed their current activities, the founder of Wallflower decides to spend a half day with a round-table of her current customers at a local cafe. Instead of telling them how great she is, she invites her customers to ask her questions they commonly have about the website, and writes down a list. Using that list, she builds 15 ideas for blogs, and starts sharing relevant content from her company blog.

 

Example Company B – Ashton Accountants

Ashton Accountants send a survey to all their customers using Survey Monkey, with a small prize giveaway as an incentive. The results show that their customers overwhelmingly prefer using Twitter to other social media and use Google searches to research tax questions they have. Using comments from the survey, Ashton Accountants begin changing their blog content from company updates to typical questions their customers search for, and create a hashtag to promote their content.

 

Example Company C – Total Transformation

Total Transformation are frustrated with low ROI from their social media posts, and poor open rates on email campaigns. They hire a consultant to evaluate all their activities holistically, and use internal lists to gather a round-table of clients for an afternoon’s market research. The consultant reports back that the company’s social media accounts are ignored because their target customers don’t use social media to make buying decisions. Email campaigns are stopped so that the internal team can segment lists to better fit customer profiles. Following the round-table market research, the internal team devise a calendar of content concepts that they feed back to the marketing agency, for clearer direction in the next quarter.

As you can see, knowing your customer can give you vital insights into where your marketing activity is missing out. But standing out is still incredibly difficult in a crowded market. To be extraordinary, you need to do more than just answer a customer need. Remember:

 

Knowing yourself       

        +         

Knowing your customer

+   

 Challenge

=

     Connection       

To read the rest of ‘Lean Content Marketing for Business’ download from Amazon here: