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What You Want to Tell vs What Your Customers Want to Hear

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Are you in the habit of tooting your own horn as a company or small business with every piece of content that you feature or share online? Well, you’re not alone. Don’t be happy thinking that there are many others, who’re treading the same path. It’s due to this bad content creation practice that those who’re doing it are also struggling to achieve desired results. In fact, they’ve got the entire concept of content marketing wrong. Do you understand what these words – great content, engaging content or epic content – actually signify?

Do you really know how content marketing should be approached to maximize the number of leads and sales for a business?

Content marketing is the art of consistently telling stories that your customers or prospects want to hear, in a bid to build long-term relationships that drive profitable actions for your business.

But what do your customers or prospects want to hear?

Have you ever thought about it? Or have you been too busy talking about your company, its history, its achievements and its affiliations? What’s the focus of your content – your company or your customers?

You may feel tempted to say –

  • How awesome you are
  • You sell more cars than anyone else in town
  • You’ve been in business for the last 10 or 20 years
  • Why you’re different from others

But, let me tell you frankly, that these are things that your customers don’t actually care about. But you’re tempted, so you’ll tell. And you think your customers will like it too. They’ll appreciate it.

Sorry, you’re wrong!

Company-focused messaging habit is the biggest and commonest reason as to why most digital marketers fail with their content marketing efforts. An even bigger problem is that most of them are used to it, finding it hard to change their habit of being non-objective. If you want to give your messaging the right direction, however, you must break out of the mold.

You need to shift your focus – from ‘company’ to ‘customer’. Rather than talking to the customer about the company, you should start talking to the customer about the customer. That’s what leads to epic content creation.

Making customer the focus of your content means you should –

Teach Something New
Teaching your customers something new signals you’re on the cutting edge. Therefore, keep on learning new things that are relevant to your business and bringing them to the table. If you got to know something new while reading a book, watching a webinar or attending a conference, for example, let your audience know about it.

Answer Common Questions
Make a list of all those common questions that your customers have in mind. Visiting Q&A sites is a good idea to collect these questions. Answer them one by one through the content you feature.

Solve Problems
As a content marketer, one of the biggest challenges that you face is to solve the day-to-day problems that your customers may have. To achieve this, you should first of all understand who your customers are and the kind of situations or circumstances they are dealing with.

Talk about the Best Practices
People spend a lot of time finding out what works and what doesn’t. If you’re able to provide your target audiences with those methods or techniques that are proven to deliver results consistently, you’ll be appreciated.

Share Market Insights
If you plan your customers to look up to you as an industry leader or someone who has their finger on the pulse of the market, you should provide them with interesting market intelligence.

Are you looking for more ideas? Your options are open. Go and interact with your customers online or offline. There are so many ways in which you can connect with them and find about the things they want to hear. If you don’t know, your customers are one of the best sources from where you can collect fresh and unique content ideas. Step out and act!

Who’s the focus of your content? Please comment.

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