Entrepreneur’s Toolbox: Develop Great Content to Drive Customer Action

Next Door Chicago
tools for and by Entrepreneurs by Next Door®.

Develop Great Content to Drive Customer Action

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 infographic. A full description is available below

Read a full description of the infographic


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.


author-nextdoor-tess-wicksThis 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

disclosure

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.