When it comes to creating great content, the customer is always right. It’s time to start focusing your efforts on customer-created content.
Think about it. There’s really no better way of gauging what kind of topics you should be putting together then getting it straight from the source. They are the ones consuming your content, so why shouldn’t they get a say in what they want to see?
This is critical for businesses who use their content as one of their primary lead generation tools. In order to convert your target audience, offering different kinds of content in a variety of vessels increases your chances of engaging them — regardless of what stage of the sales funnel they’re in.
Share Customer Success Stories through Testimonials
Nothing indicates a quality product or service like a happy customer that is eager and willing to tell their story of how your organization helped them.
Testimonials are one of the most powerful forms of content you can utilize. Consider this: 70% of people trust recommendations from consumer opinions posted online. That means most people trust the experience of someone who they don’t even know. While this can be a double-edged sword if the experience is negative, testimonials are your way of controlling the narrative in a positive way.
Unlike a comment section where anyone is free to say what they want, testimonials are only your greatest hits. This is your opportunity to highlight people who are completely satisfied with your product or service.
Retrieving this kind of content is simple. Go back and find your top customers who have not only had a positive experience, but have expressed their loyalty to your product or service. Reach out to them individually instead of using an automation software to create a more personalized and meaningful testimonial.
The key question to ask is how your product or service solved a challenge or issue they were faced with. Once you have that information, you can easily put together your testimonial centred on that answer.
How to Enhance Your Sales Funnel with FAQs
Your customers are bound to have plenty of questions — and rightfully so.
Many FAQ pages have become ancient relics with outdated information and answers that only add further confusion. Believe it or not, creating a clear and concise FAQ page is a serious challenge for many organizations that feel compelled to feature one.
The best place to start when building your FAQ page is finding out what customers really want answers to. Don’t assume based on old data or an out-of-the-blue guess, use any resources possible that can accurately find what questions are being asked. Whether they’re recurring questions through your support line or confused customers on social media, they need to be addressed in full.
Once you have put together all of that information in an easily digestible format with the questions clearly outlined, you need to make sure people can locate it on your site. Make sure it’s featured in your main navigation menu and also linked in several high-volume pages of your site.
A strong FAQ page can also help drive your SEO. If you write your questions in a way that addresses the customer’s problem rather than your solution, you will inevitably gain search engine traction as well. Take some time and be very selective with your FAQ wording so as to tailor it to what the customer might search for.
Understanding Customer Needs through Social Media Dialogue
While social media marketing is its own practice separate from content marketing — it’s still a direct line of communication with customers.
Social media can support your content marketing objectives by establishing a trust-based relationship with your audience. Being active on social media and providing content that is informative and educational can enhance your reputation as an industry leader.
Once you have built that trust-based relationship, it’s easier to leverage your audience into giving insight into what they want to consume as content. Some of the most effective methods of understanding your audience’s interests in relation to your business are Facebook Live, Instagram Stories, Twitter Chat, and YouTube Live.
Each of these platforms essentially serve as content vessels. You have an unfiltered line of communication where your audience can interact with the business directly. The questions that arise out of these sessions can be later translated into blog posts and other content that specifically address questions your audience wants answers to.
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