More and more businesses are realizing that content marketing is a necessary means of communicating with customers. But it’s hard to know what effect content marketing has on the bottom line. To make sure you’re posting the most effective content, make sure it serves a purpose for the customers—giving them relevant information that they need—to keep them coming back to your business.
It’s a never-ending cycle. Miss a beat, and customers may bail. But Jason Miller—the Senior Manager of Content Marketing at LinkedIn, author of Welcome to the Funnel, and a well known thought leader on content marketing—recently shared his content marketing tips with Microsoft for Work. Every business can apply these four tactics right now to see more results from their efforts.
1. “Don’t complicate this stuff.”
Miller says. “The first thing you want to do is create content that answers your customers’ questions. As professor and author Ann Handley says, ‘Pathologically empathize with your customers.’ Put yourself in their shoes. Our job as marketers is to answer tough questions for our prospects and do it better than anyone else.”
You know your product or service better than anyone else, which means you should be able to explain the benefits to prospective customers better than anyone else. Always keep in mind their needs and approach your products with that in mind.
4 tips to make content marketing part of the customer journey
