Relationship-Marketing is and has always been the most effective of marketing.
Whether you use a Rolodex or Twitter, having a great network of contacts is ideal for any service business.
For product-based businesses, retail businesses, and business models that are more transactional, you still need that relationship. People Buy From Those That They Know, Like and Trust!
Traditionally, a printed newsletter, a church bulletin, or even a brochure served as this relationship-building tool. In today’s world of social media, the same applies. Our e-mail newsletter, our business blogs, our Facebook walls, Twitter Feeds, and the host of other places we do this (possibly still in a printed form too!) have one thing in common: THEY NEED GREAT CONTENT!
We business owners, managers, and marketers know that it’s really difficult to come up with persistently good content. It hurts sometimes. It’s okay. you can admit it! Hopefully this can be a solution for SOME of your conten-starvation woes!
6 Tips to Cure Your Content Starvation
- Go Back Through Your Existing Content and Find the Gems!
Many people feel that they have to come up with new, fresh, beautiful content all the time. FACT – Most people reading your site have not been with you from the beginning. Even if they have, they likely have not read EVERYTHING you have. Get over it. It’s okay to re-purpose content.
ACTION STEP: Find your 10 best posts (most views, likes, comments, etc.) — Pick out topics or nuggets and expand upon them. Maybe turn a few articles into a summarized “Top-10” and link them back to the original articles for further expansion.
- Read Your Blog Comments & Scan your Social Media Profiles for Common Questions, Comments, and Themes.
Many times, your own social interactions are LOADED with great topics to write about. For example: My wife and I also own an e-commerce business that retails cloth diapers. We occasionally get good questions via Twitter and Facebook. Sometimes they are specific product questions, while other times they are reaction, such as “I prefer this feature over that one” — A great follow-up article would be to talk about the advantages of each feature over another. The help will be greatly appreciated!
ACTION STEP: Scan through your blog and social media accounts. Find 5 potential topics to expand upon.
- Check Your Blog’s Tag and Category List.
What’s missing? Is there a topic that is heavily weighted, or perhaps a category that is a little thin? What can you do to balance out the mix a bit? This should be a no-brainer.
ACTION STEP: Find the 3, least-posted categories. Think of 2-3 topics for each category.
- Primary Customer Objections
In your sales process, what is a primary objection you hear when offering a product or an upgrade? I bought windows for our Duplex a couple years ago. I lured in with a great “deal” and then promptly told that they were garbage and I should get the windows that were triple the price (Not good for their brand – They should have read this). They then tried to sell me on window wraps, gutters, and a heap of other stuff. Not the best experience. – I digress – My primary objection to the extra services were that 1) I didn’t like the hard sell. 2) I wasn’t prepared to hear about window wraps (I didn’t even know what they were). 3) It was more money than I wanted to spend, and I didn’t want to go into debt on the project. Using this as an opportunity, the company might have forwarded me to their blog, where they would have a video or article on how great window wraps are, and how they cost a little more up-front, but they save you $328 Billion dollars over the 10 years you own your home — or some such jazz. I would have been introduced to the concept, and possibly would have been persuaded.
ACTION STEP: Find out the biggest objections in your sales cycle (either to the primary product or to the up-sell). Educate before you sell.
- Address Your FAQs
What are your Frequently Asked Questions? This may overlap a little with the point above, but if people have frequent questions, you can expand with content that answers those questions. Even topics such as “How many locations do you have?” are usable for some businesses. Talk about the story of how you started with one small location, but because of your awesome customers, you now have 3 — and then name the advantages of those locations, or what’s cool about the area.
ACTION STEP: Go through your FAQ. Note all items that can become content topics, or something you can expand upon.
- Ask Your Customers
Customers Rock. Period. Seriously. They’re often your biggest advocates, they believe in you and your mission, they’re obviously the reason you have a job and can (hopefully!!) pay the bills. What’s more? They know BEST, what kind of information they like and seek from you. Ask them what they want. They’ll tell you!
ACTION STEP: Ask 5 Customers or Clients for some great content ideas.
Now Go and Write Great Content!
The six content-starvation tips should really help you with your marketing efforts. If you follow those action steps, you should have enough content for the next quarter. Trust Me.
Don’t forget to comment below, give me a shout on Twitter or Facebook to let me know what your great content-creation ideas are!
Go get ‘em, Tiger!