Your content strategy is essential to your word of mouth marketing |
Every business is faced with creating marketing content. What they say, how they say it, and primarily what context it’s placed in will decide how effective it will be and how the audience will receive it- be it positive or negative.
When it comes down to generating content for your business, there are various content strategies which can be applied. Do keep in mind that combinations between all of them will be the most practical tactic. Certain strategies are only as effective as the situation they are applied to.
Outside
Some of the best sources to search for good content are easy enough to find, especially since you’re already looking at them. Start with the most likely place- customer questions and your responses. Customers see from the outside in, which means they also see all the things you don’t always see. This is a great time to learn and apply new information to create new and better content- especially since it’s what the audience wants to hear.
Also, consider all the value that customer stories hold. Nothing speaks stronger than a recommendation from a customer. This is a great way to employ word of mouth marketing strategies. When they share with you, share with everyone else.
Inside
Of course, one can never forget themselves. You and what inspires you are great sources of content. Talk about what it is that drives you to do what you do. This is the opportunity for your audience to be able to relate to you and understand who they are doing business with.
Don’t forget about your own content. Have you written a book or another article? Write a blog that incorporates them as well and explains the content.
What is it that makes that content source good? Well, it always depends on how it’s presented. These sources are great places to start, but it’s essential to have a good way to channel that content through technique and proper application.
New!
Talking about anything new within your business is always a plus. Defining efforts to better your business help to ensure your audience that their experience with you will only get better. Also be sure to cover in detail any new products and services that you’re about to launch or even considering launching. It can be very beneficial to get customer feedback before you release something.
Educational
Throughout the online world, one of the most favorable content strategies is to provide information and educate the audience. The majority of people that search the internet are often looking for answers. If you can provide answers, they will come.
Describing
Talk about yourself and your business. Sometimes they can be together, sometimes apart. People love hearing about people. It helps to bring your business down to earth so that your audience can relate to you as more than just a name or title. They will relate to you as a person.
Showing
Infographics are relatable in several ways. Visuals are great for sharing complex information to a general audience and they save the reader time. If they see that your content shares more than just words, they are inclined to spend more time studying what you have to say or show.
Shocking
Creating controversial content can be a very helpful tool- depending on how it’s done. Considering that the “shock” effect of a very controversial marketing strategy can upset some, but also entice others to interact with you.
So consider that this is most effectively done in small doses. Take for instance, asking a controversial question or making a statement. This gives you their attention without offending.
Sharing
Have you ever considered responding to your competition- in a positive way? Sharing has always been contagiously effective in marketing. While both you and your competition are in business to succeed, that doesn’t mean you can’t work together occasionally and strategically. What happens when you award your competition for providing quality products and services? They like it and are just as likely to share what you said about them. That means they are going to share you in their content. Consider what you would do if someone complimented you. Wouldn’t you want to share it, even if it was from someone on another team? In fact, the compliment means more when it’s from competition. It’s only natural to share good news about yourself.
The purpose of content is to educate and persuade your audience. To do this, you must be able to find good content to work with and properly apply it to your marketing strategies.
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