Over the past couple of years we have produced well over a dozen events on digital marketing (including email, social media, etc.). So many businesses are now blogging, sending email newsletters and getting involved with social media. But many are hesitant and many who start these initiatives often don’t keep up. The reason? They feel that they don’t have content that their customers and prospects would find useful. Now I am not saying that writing comes easy for many people, but I do think that everyone has content that others would find useful. Here are some examples of sources of content that just about any business has: - Success stories of customers using your products. You might be thinking, correctly so, that you don’t want to be too promotional. But customers always love to read about how other customers are “successful” in using your products. It gives them ideas of what they can do. If you want to learn more about how to leverage digital marketing including social media, email marketing, etc., check out our digital marketing tour at nyreport.com/digitaltour. Also, here is a great source for content based marketing.
- Market research. Forget fancy studies done by big research firms. You are on the front lines of the action! Tell your customers and prospects about what you are hearing. If you don’t want to disclose actual customer names, you don’t have to. Just talk about what is going on in your industry or community. Bonus: get input from your sales team.
- Compilations. If you read other blogs and newsletters (or good ol’ fashioned print publications), you can provide a service by sharing articles that you like. Adding your own comments is optional, but a good idea. You will bring value in doing the leg work that your customers and prospects won’t need to.
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