Give them what they want and you will be rewarded for it.
Let me explain:
If you’re a business and you create great content, some people will come. It’s natural. But in the landscape of millions of blog posts being published daily, competition can be fierce!
Many marketing professionals will tell you create tons and tons of content, others will tell you to create “epic” content, and still more will say create epic content and take it on a road show (I do like this approach).
But they are all missing one important point:
You have to be creating content your current and potential future customers want to read.
You might say this is a given but few people actually take the next step and find out what’s important to their customers.
If you’re a moving company, you might think its important that customers know how well you care about their items and if you’re insured should something terrible happen.
Sure, this is important, but’s not going to get anyone excited. It won’t compel them to share your article with other people.
Can you see this happening: “oh you have to read this, they really care and are insured!”
Mmmm.. Probably not.
Conversely, and using the same moving company example, someone moving may be interested in how to organize their homes for a smooth move. Or the most effective way to pack clothing, maximizing space and reducing cost on boxes (or dumpster dives).
It’s human nature that we want to tell everyone how great we are or how much better our service is than our competitors. But really, your customers could care less.
They want to learn something that will help THEM! Use you knowledge to make your customers lives just a little bit easier and watch your business (and the content shares) grow.