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10 Ways to
Content That Succeeds
for the Masses
Make the Customer
They succeed, you succeed right?
Tell a customer story in a way
that makes them look like they
saved the day, came up with a
solution, and reaped the reward.
MOBILIZE YOUR ENTIRE COMPANY
You are an expert in your industry,
your department, and your
organization. Use your expertise to
teach others. You're not the only
expert, however. Your IT department,
HR, C-Suite, engineers, etc. all
have great advice to share as well.
Ask them to provide content and suddenly, generating content can be a way
of life at your company.
STICK TO YOUR BUSINESS GOALS
This means understanding
the people that read your
content and creating more
of it for them. Have strong
calls-to-action so your
readers do what you want
them to do and constantly
optimize your content based
on your metrics and
Determine why you’re
creating this content.
It all goes toward
your marketing goals.
CREATE A CONTENT ENGINE
Start with the
content you already
have, such as a case
study or ebook.From
your existing content
into other content
For instance, take
that customer case
study and make an
ebook out of it by
telling the whole
story and include
additional stories or
Then read the
ebook aloud and
record that for
an audio book.
Make at least 5
blog posts out of
key insights from
Shoot a video with
the customer and put
that on your YouTube
channel. Strip out
the audio of the
interview and turn
that into a podcast.
The list goes on!
TAKE INTELIGENT RISKS
If you’re willing to be transparent
with your stuff, you will be
successful. We don't have any secrets,
especially with social media, so don’t
be afraid! This could be sharing
pricing info, competitor comparisons,
or your recipes. We tend to fear
failure, but those that succeed keep on
trying, no matter what. Try new things.
Who cares if your blog post had no
retweets? The only person who saw that
failure was you.
Whether it’s a customer story, a story from
an employee or the reason behind how your
business started, being a storyteller can
help you break through, demonstrate who you
are, and make an impact. Get inspired to
content and using it to tell a strong story.
But not just any story. Tell the ones that
are unique. The ones that resonate with you.
If they relate to you, they'll probably
relate to others too.
GO BEYOND THE
Much like the content engine, try different mediums.
Today, there are plenty of platforms to share your
GATHER CONTENT FROM OTHERS
You don’t have to be the one
creating content all the time.
It could be as simple as a
tweet asking your followers for
ideas or opinions, which then
turns into a blog post.
Or it can be a larger effort
such as the Domino's Pizza
Turnaround, where customer
surveys led to a complete
change in their food and some
great video content.
Oil Can Henry’s does one simple
thing to stand apart from other
oil change franchises.
Customers stay in their car and
watch the mechanics working
over a video feed on custom TV
screens. This creates a feeling
of ease and encourages trust.
If your brand doesn't lend
itself to such physical
transparency, let your CEO
Tweet, make your quarterly
holding calls public or have a
public Q&A session on a Google+
HAVE A TIMED APPROACH
Create a calendar that spells out what
you’re going to say and when you’re going
to say it. Make sure it’s relevant to
where people are in their lives and/or
For instance, check
out this Twitter data
from Buddy Media
which gives the busy
and non-busy hours
Nobody cares about Santa Claus in August
and your product or service may have peak
times as well. Timing also relates to when
you post content, when you share it and
how often you do both.