Let Customers Guide Your Content Marketing
Content marketing is a hot topic, and a high priority, among B2B marketers these days. That’s because marketers are realizing the many benefits of a robust and well-planned content strategy, including better search results, establishing authority and expertise, building trust in your brand, and boosting website traffic.
You know why you need a content marketing strategy. Trying to figure out exactly what that content should be, however, may leave you stumped. Fortunately, this is something you don’t need to do all on your own. Your customers will be a big help, if you let them. You just need to pay attention and take note of what they want.
There are a number of ways to get inside your customers’ heads to figure out what topics are of most interest to them and how they would like that content packaged.
The most important thing is to just listen. By being aware of what your customers are saying, you can get valuable clues as to the content they want and need. Monitor your social media accounts and the comments or feedback sections of your website. Track questions and inquiries you get via your general email account or online contact forms. Make it easy for customers and prospects to let you know what’s important to them. Provide as many outlets as possible for your customers to share their thoughts.
Enlist the help of your sales team. They can provide great insight about the questions and concerns they are getting when interacting with leads and customers. Your tech team should also be able to provide a list of the most common search terms or queries used by visitors to your website.
Or, to learn exactly what your audience wants to know about, you can always just ask them. Create a simple survey to find out what topics your customers are dying to know about. They will be happy to tell you!
This research will give you a big head start in planning and developing your content marketing strategy. KEO Marketing can also handle this and all of your marketing needs for you.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.