Marketers can be challenged to create relevant content that does not sound too self serving. By strictly promoting the company’s products or services via online and offline media, the organization won’t win over many new fans and will probably turn off its greatest enthusiasts. Rather, the marketer can see how his point of view, experience or skills can benefit his readership by providing valuable content.
Educating customers about applications, usage and trending topics that are not strictly related to the company’s products. How can the organization help solve an everyday problem that the customer faces?
Providing a human interest element. What makes the organization a unique place to work at? How does the company create partnerships? What is the mantra of the company?
Captivating interest through customer testimonials. Customer raves not only help amplify the product or service, but it also provides a real-life example that other customers can relate to. Embassy Suites WBW continuously highlights incredible visitor photos and reviews via social media. The client’s firsthand endorsement is very valuable and entire series of articles or reviews can be incorporated into a customer blog site for on-going rich content.
Showcasing innovation. What novel devices, tips or techniques has the company developed from its history that might help the reader? For example, a manufacturer might want to highlight how sustainability is a growing trend in the industry and how different ideas can help cultivate a green movement.
A visual demonstration. A video that shows the behind the scenes of the organization can be helpful and entertaining as well. Zappos does this well by incorporating highly engaging videos about its one-of-a-kind culture.