Many organizations struggle with content creation – not knowing where to start, and what that content should cover. Have you ever considered the goldmine you’re sitting on? That goldmine is called your ‘existing customers’. They found you somehow, they’ve worked with you and hopefully because you’ve delivered stellar solutions and service, they stay with you.
The Existing Customer
Start with asking your existing customers what they were searching on or searching for and how they found you. They will provide you with valuable insight that can help you formulate ideas. Ask them how they like to consume that content and that will lead you to the delivery mechanism. You’ll find that people like to consume their content differently, for example, C level personas consume the bulk of their content on mobile devices. Make sure you deliver your content in a variety of formats such as a video, short eBook, succinct demos or an infographic.
The Case Study
While you’re speaking to those existing customers consider asking them to participate in a case study. There is no better way for you to develop credibility within an industry or with other customers than the case study. These are your most valuable content assets because they highlight what you do, for whom you do it and how you solve business problems. Should they be on the fence about the case study you should, at minimum, walk away with a testimonial for your website, for LinkedIn or for Microsoft Pinpoint.
Our eBook, the ABCs of Content Marketing is full of ideas such as these. I recommend you read it through, I guarantee you’ll walk away with plenty of great ideas that are easy to execute on.