Читать книгу The Small Business Guide to Online Marketing - Lola Bailey - Страница 16

Think about how you can create content that answers a practical question from the customer that they may not ordinarily think of asking you. The idea here is to answer the question: “What else can you do for me?” To help you brainstorm ideas, here are a few suggestions of what your content could offer:

Convenience: What can you offer to your customer that will be giving them the benefit of convenience? For example, could you suggest a number of alternative routes to your nearest retail outlets to them? Could you give your customer an alternative means of viewing a key event which they are unable to attend, such as a link to a blog or a video of the event?

Easily shared: How can you ensure your content is shared? Could you have an inviting competition on your website that encourages those entering the competition to seek votes from their friends, thereby drawing others to your content?

Effective: What can you offer to your customer that will be effective in bringing them back to your site? For example, if you are a retailer of outdoor sports clothing, could you also offer regional/local forecasts? Skiers are very likely to purchase outdoor sportswear; giving them access to local or regional weather conditions will be an effective pull strategy.

Time-enhancing: What can you offer that will save time for your customers? For instance, could you offer a range of delivery options?

Throughout it all, you must be subtly promoting your brand. For example, if you are targeting the weight loss market, you could post lots of low-fat recipes or create a computer application that helps dieters analyse their current eating habits and then offer practical ways to reduce their fat intake or offer easy ways to increase fruit/vegetable intake. (This has probably already been created!)