Successful marketing efforts in the age of internet searching means providing value to your current and potential customers.
What does providing valuable content mean? When people are looking for a solution to a need or problem they search the internet, either with a phrase or a question. You can help out your target market, and increase their chances of finding you, by providing those solutions through content.
By providing your target market with answers or guidance about whatever they are searching for, you become a trusted source, and also create a pathway that encourages them to take their research to the next step and (hopefully) buy your product, service, or solution.
3 Practical Examples Of Valuable Content You Can Share With Your Customers
Struggling to decide or know what your market might find helpful? The following are examples of content that can help your customers find you.
Creating a list for planning or strategizing is a great example of helpful and valuable content for your potential customers.
For instance, if your product is gourmet spices, you could create a list that helps people who like to cook i.e. “Top ten most used spices that you should keep in your pantry,” or, “Great spice pairings – learn what brings out the best flavor in whatever you are cooking.”
Chances are, as a proprietor of spices you would have the knowledge and experience to put something together that is unique, thoughtful, and helpful.
A list like this could take the form of a blog or gated content, but the goal is that it gets you found more easily, will encourage people to visit your site for more helpful information, and solidifies brand loyalty with your audience.
If what you have to sell is more service oriented, lists are still a great option. If you want to promote your accounting services, a great list idea is, “10 2018 Tax Tips from the Pros” or “Common Small Business Accounting Mistakes and How to Prevent Them.” Share some of your knowledge, answer frequently asked questions, debunk a common myth that you hear time and again for great professional services content.
Tutorials are super valuable content! A tutorial, either in a descriptive blog, an infographic, or a quick video, can be very powerful in leading a customer right to you.
For example, for an interior designer looking to raise brand awareness a DIY tutorial is a great way to attract people to their website and give potential customers an idea of their style, and hopefully keep them coming back for more.
For example, “How to Make a No-Sew Curtain,” or, “Tips for Painting Furniture Like A Pro.”
These could be in the form of a blog with many photos (before and after’s are great!) or a quick video.
Fast, time-lapse tutorials can also be a great thing to share via Instagram if what you do has a powerful visual aspect, such as landscaping. For instance, show how much you can improve curb appeal with a weekend project and post it to social media sites with a link back to similar services that you offer.
A LOT of people could use a good plan from an industry expert! Many are searching for advice on meal plans, renovation timelines, when-to-plant-your-garden, marketing budgets, how to explore New York City with kids, buying a first home, etc.
As a business owner you have probably made lots of plans and many of them have proven invaluable. Putting them in an accessible format like a timeline, calendar, or spreadsheet and sharing them as content to download is very valuable.
Offer these as gated content and you can grow your contact list of people who are interested in your industry and what you have to offer.
How does gated content work and why should you be using it? Check out HubSpot’s gated content best practices.
The above are just a few examples of valuable content that you can share to attract and convert customers – use them as a jumping off point for brainstorming content that makes sense for you and your business.
Thanks for reading,
Editor’s note: This blog was originally published in August 2018 and has been edited and updated in December 2021.