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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.

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.

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The information in this article was obtained from various sources not associated with State Farm® (including State Farm Mutual Automobile Insurance Company and its subsidiaries and affiliates). While we believe it to be reliable and accurate, we do not warrant the accuracy or reliability of the information. State Farm is not responsible for, and does not endorse or approve, either implicitly or explicitly, the content of any third party sites that might be hyperlinked from this page. The information is not intended to replace manuals, instructions or information provided by a manufacturer or the advice of a qualified professional, or to affect coverage under any applicable insurance policy. These suggestions are not a complete list of every loss control measure. State Farm makes no guarantees of results from use of this information.


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