Customer Basics: Publish content with a customer component
April 9, 2009 by Mary Ellen
You don’t have the problem, right? This blog post isn’t for you because your collateral is perfect. It’s generating hundreds of inquiries, sales and interest. No?
Custom content offers a common opportunity for small businesses today. It seems easy
. Publish stuff. Post it. Build a list. Get sales. If you aren’t seeing this kind of automatic progression, welcome to the new world.
Your customers expect to get information from you. But publishing content just for the sake of getting it out there is hardly the answer. The market – your customer(s) – votes on content with what it accepts. Every day new opportunities present themselves. How can you stand out? What problem can you solve? Where does your customer go when they need an answer?
Communication requires form and structure. From newsletters to web pages to postcards, brochures and product sheets, one thing’s for sure: information is available. It’s growing. More than 3,000 new books publish each day. A week’s worth of New York Times contains more information than lifetime during the 18th century.
Funny, the thing that hasn’t changed is the necessity of focusing on the customer. So, the artist with whimsical animal prints building a website begins by looking at the terms people use in their search. The custom builder starts his postcard campaign with an appeal to the boomer’s sense of dream home. A textbook publisher talks with home school parents to discover what meaningful support mean to them.
Where are you in the content building cycle? Have you talked with a customer lately?
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