Wed Mar, 2013 by Erin K. O'Neill
Sharing useful information that’s packaged in fun ways and distributed across company blogs and social networks positions your company as an expert in your field and keeps you at the forefront of your customers’ mind. Content marketing is a great way to garner goodwill from your audience and increase engagement with your brand.
But, just sharing dry information and funny internet memes isn’t enough to create a truly engaging experience for your audience. Tapping into the human and people-oriented aspects of business is key to getting your content marketing to the next level.
Ask yourself: How does your business’s product or service change lives?
This is the root question every piece of content marketing should aim to answer. It can lead you into many fascinating directions.
What impact does your product have on your customers? How has it impacted their work processes? What philanthropy does your company participate in? What industry innovations have your employees made? What’s it like to work behind-the-scenes?
To answer these questions, talk to people. Talk to your customers. Talk to your employees. Talk to your suppliers. Talk to everyone who comes into your shop or business. Ask them how they interact with your product or service, how they use it, what they like about it, and how it has changed their lives.
Content marketing needs people. Your audience will connect better with your great industry information and fantastic products when you create content that is people-focused. Creating articles and other content that is based on interviews and testimonials is a great content producers to make their information relevant to your audience.
Learn more about creating human-focused content from Erin K. O’Neill’s LA2M talk, “Every Brand Has A Story.”