Skip to Main Content

Start of main content

Develop great content to drive customer action

Good content offers value to your customer, amplifies your company's voice in the marketplace, and positions your biz as the go-to expert.

Today's Tool: Use content as a tool to tell a compelling story and create an opportunity to lead customers to your business.

Every business has a story. It's up to you to tell it. As you craft a narrative that defines your brand and tells a compelling story to your customers, content is a powerful tool to help attract, retain and ultimately drive customers to take profitable action.

Content takes shape in many ways (articles, interviews, infographics or videos) and can be shared across many channels (social media, a blog, or email). Good content is about more than just advertising and selling your product or service. It's about reaching your customers with the right message, delivering it to them in the right place at the right time, and ultimately guiding them on a journey to the center of it all - your product.

Content that offers value, like relevant education, problem solving ideas and entertainment, can help you amplify your business' voice amidst competitors. And positioning your product or service at the center of your message makes you the go-to expert on that topic. It gives you a platform to answer the big questions your customers are asking: "What do you do?", "Who do you work with?", "Why do I need what you have?", and "Why is what you do the best?"

As you set out to curate your customer's experience with your brand, the content you put out into the world becomes the narrative that teaches your customer why and how to interact with your business. While operations are vital to run your business, your content is a key part of engaging your customers. Take time to tell your customer a story and guide them through an experience that will speak on your product's behalf.

So where to start? Here's a process that'll help you get the word out. Literally.


The Content Cycle 

  1. Ideate: Start anywhere. What’s your story? What style of communication is most authentic to your biz? What do your customers need to know about? Where do your customers spend time online? What are content trends in your industry? Other industries? Eventually you’ll start to recognize patterns. Make note of them. 
  2. Sort: Where do your ideas fit? Are they overarching concepts or do the fall into tactical specifics? Remember, not everything should be directly about your product or service. Give your readers the education/information/entertainment they’re looking for that may not seem directly related, but has a tie back to your business offering. 
  3. Schedule: Get ready for accountability. Set deadlines, find tools, time-block. Map out when, where and how your content will go live. 
  4. Create: Feeling inspired? Capture those moments. Stick to your plan and bring your ideas to fruition Write it down. Partner with a creative friend to make a video. Hop on Facebook Live. Snap an Insta-Story. Design that email campaign. Post the article that points to your product. This is where your ideas come to life and your story takes shape. 
  5. Engage: It’s not enough to put it out into the world and let it sit. Post it on your social media pages and interact with commenters and readers. Encourage sharing. Don’t forget to make sure your current customer base is reminded about the new stuff

Remember This: If you give your customers valuable content they didn't even know they needed, and connect your offering to the solution they're looking for, they'll see what you do as invaluable to their own individual story.

This tip comes from Tess Wicks. Tess is a financial educator and coach and Founder of Wander Wealthy. Hit her up with questions on content creation @tess_wicks on Twitter.

What's in the Entrepreneur's Toolbox?

In this series, Next Door® brings you tools and advice from Chicago area entrepreneurs who want to pass along their been-there-done-that knowledge and expertise. Want to learn more from other entrepreneurs? Get the tools to your inbox.

Subscribe to Next Door

State Farm® (including State Farm Mutual Automobile Insurance Company and its subsidiaries and affiliates) is not responsible for, and does not endorse or approve, either implicitly or explicitly, the content of any third party sites hyperlinked from this page. State Farm has no discretion to alter, update, or control the content on the hyperlinked, third party site. Access to third party sites is at the user's own risk, is being provided for informational purposes only and is not a solicitation to buy or sell any of the products which may be referenced on such third party sites.


Get a Quote

Select a product to start a quote.


Contact Us

844-373-0003 844-373-0003

Also Important

Wills and Trusts: an Estate-Planning Primer

Wills and Trusts: an Estate-Planning Primer

The differences between these common estate planning documents and their functions.

Using Indexes to Measure Stock Market Performance

Using Indexes to Measure Stock Market Performance

Investors can look at several different measures to gauge stock performance and an indication of the overall economy.

Related Articles

Options to consider when insuring your small home business.

Options to consider when insuring your small home business.

Insurance for a home based business might require small business insurance since your homeowners might not.

How to start a small business

How to start a small business

Read these tips for starting a small business.

Start Out Strong with 4 Financial Priorities for Young Adults

Start Out Strong with 4 Financial Priorities for Young Adults

Focusing on these factors will make a huge difference in preparing for your future.