Your customers are experiencing moments of pain. Sometimes those are nagging little problems. Others may be more urgent or even life changing.
Each of those moments is an opportunity to apply content to help them solve the problem. Andrew Hanelly joined me for a conversation about how he approaches those opportunities.
His suggestion is to pick just one of those moments in the customer journey and focus on that step with consistent editorial content. You get to pick whatever format you think is best. Then make sure the content has value. There needs to be a balance between content and marketing.
Because a lot of that content that they’re producing is really just thinly veiled marketing. It’s taking an ad message or ad copy and turn it into a 500 word blog posts, making it look like content but not read or feel or connect with people like content… Consumers are saying, I don’t have time. I don’t have interest. You’ve got to earn your way into my life now. What are you going to do about that?
Map the moments where customers might interact with your brand and figure out what questions they have. Andrew has a great example of using Google to find out what his client’s potential customers might be Googling for at 4am. What questions do they have?
To avoid being overwhelmed, pick one moment that you can cover consistently with valuable content and then think like an editor. What can you produce around that topic regularly? Then what channels can you repurpose to?
Don’t be afraid to experiment and have a plan for learning.
I like this approach because there is value in creating a deep archive of content around a single topic. It’s good for search. It’s good for branding. It’s definitely a way to stand out in a noisy world.
Less is more. (Item 7 from the newsletter)
The Guardian cut its weekly story production by *one third*… and traffic went up, said @KathViner. This is amazing on many many levels, and something we should all be paying attention to. Less is sometimes more.
— Aron Pilhofer (@pilhofer) June 14, 2019