The value of content is in its capacity to answer questions and objections before a potential buyer (even existing customers) ever have a conversation with your business about a sale. It gives your point of view and context around what makes you different from other companies that have similar offerings.
The best content is useful and helpful to the person reading or viewing it without giving a hard sell. And it’s not hard to do. You’re already doing it every single day, but you aren’t calling it content creation. It’s just part of your everyday routine.
Here’s how you can turn day-to-day interactions into a source of content:
1) Answer questions.
Customers, prospects and even your staff ask questions all the time. But does your website answer your most frequently asked questions? If not, this is a great starting place. Don’t build a FAQ page either. Take a deeper dive and write a blog post, record a video or collaborate on a podcast. Answering questions can be done in a variety of ways, from instructional content to best practice guidance to informed opinions. And it’s okay to answer the same or similar questions more than once. After all, you learn more over time and there’s always a different perspective to consider.
2) Answer objections.
If you’ve been involved in the process of making a sale, you’ve had to answer objections. The objections people make to your offerings can be a goldmine of useful tidbits for content. The more you can address objections through content, the easier it is to have conversations when a customer transitions from their research to having conversations. Sometimes objections are sensitive so you need to delicately weave answers to those concerns into your content. Other times you can address it head on. And just like the questions you answer, give fresh answers to objections to reflect changes in your offerings and the market.
3) Tell your point of view.
You can’t be everything to everyone. But a lot of companies really try. One way you can stand out from similar companies is to take a stand. The best approach is to share your point of view on your industry. Maybe you have a somewhat controversial view: write it down and share why you feel that way. It might help you eliminate calls from outside your target market that won’t be worth your time.
4) Share relevant information.
What’s going on in your industry? News? Trends? Upcoming developments? Share it with your audience, even if it’s coming from another source (credible news sources are okay, competitors aren’t). Maybe you’ve been quoted in content or had your content published on another site, it’s great to promote this kind of content when it complements your messages and helps support your goals.
5) Promote community.
It’s much harder for brands to grow communities now than it was even 5 years ago. However, it doesn’t mean you can’t try. The biggest promotor of community is being present and engaging on social. Reply to comments and messages on social sites. Share content with sources tagged and include relevant hashtags. Give time and attention to social content so it doesn’t sound rushed or too promotional. Social media is where your organization’s personality can shine.
What are some of your favourite examples of useful content?