Writing promotional content about your new startup could be a challenge even if you’ve got it all planned out. It may be because your business is not something many people would be concerned with, say, fabricated steel production, or your niche is just inherently boring like science or biotechnology.
But as long as you have in mind the endless possibilities and opportunities of creating engaging content for your marketing initiatives, your well of ideas will never run dry. Here are a few helpful hints:
Address your customers’ concerns
Your customers seek your services because they need you. But they may look for such services elsewhere if you don’t know how to address their concerns properly or if you don’t demonstrate enough know-how about your particular niche.
One way to know what customer concerns need attention is turning inward, that is, asking customer-facing employees what they think are issues potential customers may need a response to. Then of course there’s putting yourself in your customer’s shoes. When you try to get inside the mind of your customers, you get to gain an idea of the questions they may have in mind about your products and services.
When creating content about these concerns, think outside the box. Use interactive media to complement your blog post or page content. Another interesting medium to use with your content is spoken word audio. Use a recording platform like Audioboom (AIM: BOOM), which you can download on the iOS platform to record audio clips or podcasts which your customers can subscribe to or you can add to your blog. The platform also features how-to and other informative audio content generated by its partners such as CBS, BBC Radio, talkSPORT and more which you can also include in your blog posts.
Share expert insights.
Diversify your content by sharing interviews with experts in your niche. It’s easy to organize and do, and requires less effort on your part, yet it helps build your business and your reputation as an authority in your field. It also helps portray your brand as a brand with the right connections or in the know.
Get your hands dirty with white papers.
When people think of white papers and case studies, they tend to think of starchy and esoteric terms that are impossible for them to grasp. There’s a way, however, to make these content fun and engaging for your customers in general. And remember, not all your potential customers hate reading white papers. Some of them may actually find them interesting, so make sure to create one every once in a while, if not regularly.
The key to producing engaging content for case studies is backing up your claims and data with research, graphs and testimonials from existing customers. These elements tend to emphasize the content of the case study that you want to highlight to customers, and they are also capable of hooking your customers until they’ve finished reading the whole thing and are ready to make a purchase.