Tuesday, October 4, 2011
Love this client request: How can we use our blog to better engage with customers?
Okay, so I have to share an interesting conversation with a client, yesterday. This particular client's main brand message is that they are the helping company in their category - they know what customers need and their people are trained to help solve those customers' problems.
They've just overhauled their website and wanted to know how their blog could help bring their "help" message home. They wanted to figure out to get more helpful content more easily in customers' hands so they could engage more with the brand.
They already had a learning center, a wide array of resources and a blog. Was there a way that these different pieces could work together? They can if you have business blogging software like ours.
So, we started brainstorming ideas:
- How-to videos
- Other how-to publications
- FAQs from customer service
- Employees who triage problems share their insights
- Get customers to share their stories about how they overcame their problems
Ultimately, a blog has the flexibility to integrate lots of different content. It can be organized by product, by problem and even by who is solving the problem. So, think creatively - where does your helpful content already exist? How can it be organized so that it's easier for customers to digest? Then, talk to your Compendium Account Manager - they can help you organize it, format it and make it available online in a way that serves your purpose.