The subject of inbound marketing vs outbound marketing has been long discussed and to this day, the former is the one declared the winner. After all, we’ve all heard the phrase “content is king”. Today we want to talk about a small but significant tactic you can implement in order to have more customer driven content.
Focusing on the needs of your customers can give you an edge over your competition. Inbound marketing’s rise is clear, in 2013, 60% of companies declaring they employ this tactic of marketing. Hubspot’s State of Inbound 2015 report states that now 3 in 4 marketers across the globe prioritize an inbound approach to marketing. Their State of Inbound 2014 report says that marketers who emphasize blogging are 13 times more likely to have increased ROI year after year. The reports present a lot of information about how inbound marketing positively affected companies’ ROI. Definitely worth a read.
Content should be targeted towards a specific market segment. This goes back to a previous article of ours on customer segmentation. The more you know the easier it will be for you to come up with ideas and content material. Your marketing strategy should be geared towards reaching those who benefit the most from your product or service. For this to work successfully, you must react to their needs. But how do you find out what their need is?
Here’s an idea for customer driven content: If you notice that your support team receives recurring questions on a topic, then you should address that topic in a blog post. They can then refer customers to that article and save time, thus helping more of your clients in the same amount of time.
Another idea for customer generated content would be to use feedback from your readers to get ideas for content. Maybe they want a guide to improve flow or ask how a certain implementation works.