Question: What is 1 thing we should write about on our company blog that customers/prospects will actually want to read?
A Solution to Their Biggest Problem
"Customers come to you to solve a problem -- what is it? Use your blog to help them solve this problem. Start with the most common questions that your customers ask you and make each blog post a useful, easy-to-understand explanation. Basing your blog on real customer queries will ensure that you're writing content that they actually want to read. "
Detailed How-To Videos
"How-to content is incredibly valuable, and video is very often the most popular format for this kind of content. Ask your sales or marketing team what the biggest problems or most popular questions are, not just about your product but within your industry as a whole. "
Your Vision and Mission
"Presumably, you are spending a lot of time solving a hairy problem that is valuable to someone. What is the problem, who does it affect, why is it painful, what is your vision for a solution, why does it change the world and why should people care? Sell the dream and sell the vision. People are inspired by vision and someone taking on the world."
What They've Asked For
"Ask your customers and prospects what they want to read about. While you might have an idea, you might be missing out on a bigger topic that they're interested in. You don't really know until you ask."
Educational, Informational Content
"Focus on educational, informational content that isn’t promotional. Also, address what needs you see when working with clients. What are their pain points? What do they care about most? Always consider how you can provide information that alleviates pain points and fills a need. That’s what the best content does. "
Reverse Engineer Your Competitor's Best Content
"Find content from your competitors that has already done well. Take what you find and make it even better. You can find the top content from your competitors by going to Moz's Open Site Explorer and plugging in a competitor's website. Click the Top Pages tab, find the content with the most links, and you'll discover the content that customers will actually care about."
Your Personal Side
"A great way to get customers to read about your company is to supplement your article with a photo of you. In addition to the service and products you provide, customers want to see YOU, the creator, the person who is going to solve all their problems. It's why successful business owners, from Steve Jobs to the owner of your local dry cleaner, are able to connect with their consumers on a deeper level. "
Write About Your Why
"One thing customers and prospects will actually want to read about on your company blog is your “why.” Simon Sinek talks about this and calls it the “golden circle.” To find your “why,” answer these questions: What's your purpose or cause? What do you believe in? Why do you get out of bed in the morning? Lastly, why should anyone care? People care more about what you believe than what you do"
Short Customer Success Stories
"People crave storytelling, and that goes doubly so in marketing. Craft your message around success stories that weave in your most critical value propositions so that your potential customers can picture themselves as actual customers and emotionally connect with what you can do for them."
"Surprise your readers by writing a well-balanced blog post about how you compare to your competition. If they're better than you at something, admit to it. Writing an article like this will also force you to honestly self-evaluate your company. What are you doing better or worse than your competition Transparency is almost always a good thing in the long run."