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Would Your Customer Thank You For Your Content?

Posted by Murray Sye

on Sat, Jun 29, 2013 @ 11:30 AM

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Smart marketers know the core ingredient to a profitable inbound marketing strategy is highly useful, spreadable content.

You know: eBooks, videos, case studies, guides, presentations and of course blog posts are highly useful in helping to share your knowledge and experience.

So you're doing all of that, but you want to turn it up a notch.

Here's some solid advice courtesy of HubSpot and Ann Handley, CCO at MarketingProfs and co-Author of Content Rules.

1) Strategy before tactics
Answer the bigger questions about your content – the "who, what, why, when, how, where" of your content. Who is this for? Why are we creating it? What do we want them to do? What do we want them to do after that? Where will this go?

2) Solve or share, don't shill
Solve problems for your customers; share resources with them. Don't shill your products. Rather, view the world through your customer's eyes: How does your product or service help them? How does it should their burdens, ease their pain? Your content should be packed with utility, and created with honest empathy for the pain points of your customers. One way to do this: Make your customer the hero of your story.

3) Ask: Would your customer THANK YOU for your content?
Too often we defalut to content that is sub-par just to get it out the door – asking yourself whether a customer would thank YOU for your content is a good gut check before you send it off.

4) Get ready for the long haul
You need staffing systems in place to support content as an ongoing effort, not a one-and-done campaign.

5) Your voice is your brand
Your voice should be as distinctive as your visual branding – if you masked the visual elements of your content, would your customers or prospects still recognize it as being from you?

Let's get you on your way to creating lovable, shareable content! Register for our complementary social media marketing assessment. There's absolutely no-obligation and you don't even have to leave your office. 


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Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.
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