4 Ways to Create Relevant Content Customers Will Love

Great content is the foundation of your marketing efforts, no matter your goals.


For marketers today it’s a war of attention, no matter if you’re at a two person startup or a 100 person company.

You’re constantly vying for the attention of customers and prospects in the hope they’ll come across your marketing and sales material in the sea of information that’s out there.

The content creation process can be overwhelming, frustrating and time-consuming. Especially when you and your marketing team put in serious time to create quality pieces of content: whether it be blog posts, infographics, whitepapers or other collateral.

You want customers to find these resources, regardless if your goal is lead generation, education or awareness. And if you’re a startup or small business odds are you have a lean marketing team. So you need to be laser focused on how you’re investing time and resources.

The good news is there are a number of things you can weave into your approach to help accelerate and hone your content.

Let’s take a look at four tips you could put in place today to jumpstart your content efforts:

1.  Talk With Your Customers

Your customers are perhaps your best source of learning. Whether you interact with them frequently, or have an account management team that does.

Cconsider asking them the following:

  • What are some of the hot topics they are hearing?
  • What’s keeping them up at night?
  • What types of initiatives they are focusing on in the coming months?

Odds are other potential customers in their industry are thinking about similar questions, so there’s an opportunity to get out in front and position yourself as a helpful resource.

2.  Be Friends with Your Sales Team

Another great source of insights is likely sitting close by: your sales team. They are constantly interacting with prospects day in and day out. Be sure to have an open feedback loop with them – whether it’s a weekly meeting or an informal coffee walk and talk. Ask them about common themes and questions they are hearing.

It’s likely you can easily turn this feedback into blog posts, articles or podcasts that will help your marketing efforts as well as give sales some additional ammunition. Trust me, they will never say no to a solid piece of content that will help them with a prospect. It’s a win-win.

3.  Keep an Eye on Social Chatter

You’re likely using social media channels to help promote company news and marketing efforts. But social channels can be a treasure trove for finding popular topics and commentary from potential customers. Listening and monitoring channels like Twitter for relevant topics to you and your business can help uncover potential areas to drive content.

For example, if you’re working on a health and fitness product, you’d likely want to check out what people are saying on Twitter around topics such as #healthtech, #fitnesstech and #wearables. Tools like Hootsuite, Tweetdeck, Social Mention and even Google Alerts can help with you keep a pulse on the latest conversation.  

Next- Extend the Life of Your Content

Daniel Nieveshttps://www.linkedin.com/in/dnieves
Dan is Chief of Staff at Frame.io, a video review and collaboration platform for the creative community. Prior to Frame.io, Dan headed up Market Engagement at Zinc, an enterprise startup transforming how we communicate in today's mobile workplace. Before his time in startups, he spent four years at Deloitte as a strategy consultant where he helped clients transform their organizations through the use of digital technology. Dan graduated summa cum laude from Loyola University Maryland. Born and raised in New York, he recently returned and is now residing in Manhattan.

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