There is a lot of talk about creating content to help with Google rankings – but great content goes beyond just getting to the top of the Search Engine Results Pages.
Here are five ways your blog can improve your online customer experience.
Number One – Addressing common customer issues
If you find yourself answering the same questions over and over again – create a blog post that provides in-depth answers.
Ideally you should create a new post per question – and then organize them and cross-link between the articles. This will not only help with your Customer’s Experience – but it will help your SEO efforts as well. So make sure you optimize your posts for Search Engine Optimization.
If you’re feeling really creative, create blog posts and videos. People consume content in different ways – when you provide you content in text and video, you expand your content to other audiences. (Plus, if you script your videos in such a way that they can stand-alone as audio-only, you’ve now added podcasts as well!)
Number Two – Improves Education
Whether or not you have a complicated product or service, blogging to educate your clients is a great way to connect and begin to provide value well before the sale.
Blogs can improve your customer experiences by educating them on best practices, identifying issues they may not yet see, and helping them create a vision in which your product or service plays a part in their success.
Number Three – Starts the Conversation with Prospects
No matter how long your sales process, content is a great way to start the conversation.
It’s well known that people buy from other people they know, like and trust. Great content provides the information to your customers that helps them to get to know you better, see how you will solve their problems, and begin to form the relationship that takes them from a cold lead to a warm lead to finally a customer and raving fan that’s sending you referrals left and right.
Number Four – Establishes your brand personality
Does your website stand out and connect to your customers? Or does it look like just one of the millions of sites that are coming online every day?
Content gives your company a voice – whether you’re a local plumbing contractor, an online store, a tech company or a B2B services firm, your content brings your brand personality to life.
Your brand’s personality helps your prospects and customers connect with you and begin to decide whether or not your company is the one that they will work with in the future.
Number Five – Addressing the Unasked Questions
Even though I’ve saved it for last, using your content to “answer the unasked questions” is a powerful way to use your blog posts, videos and podcasts.
Potential customers rarely come out and ask you if you’re going to deliver on your promise. They will do the research, read the testimonials/reviews, and then begin to form their own opinions based on what they find.
After researching and building your Buyer Personas, you know what they care about most – and what keeps them up at night. Using your content to answer those fears means that you can begin to “own” the conversation and not let them answer their questions on their own in a way that may not necessarily help your company.
So think hard about the questions they may have, and then create your content to thoroughly answer those issues. For example, if you’re a landscaper and home owners worry about landscapers ruining a lawn, create content that proves to them that you know how to fertilize a lawn. Or, if you’re a B2B firm, specializing in government compliance, create content that goes in-depth about the compliance issues you work on with your clients. Let your prospects learn from the content you provide.
Recap – 5 Ways Your Blog Can Improve Your Customer Experience
So let’s bring this all together. Once again, here are the 5 ways your blog can improve your customer experience.
1) Addresses common customer service issues
2) Improves Education
3) Starts the conversation with your prospects
4) Establishes your brand personality
5) Addresses the unasked questions