by John Sher­rod

When it comes to online vis­i­bil­i­ty, excep­tion­al con­tent is vital to top rank­ings on search engines. But too often com­pa­nies become stuck when try­ing to close the con­tent gap. The under­stand­ing is there, but actu­al­ly cre­at­ing that high­ly desired “unique and com­pelling” con­tent con­tin­ues to evade many.

The ques­tion I hear all too often is, “Where do I begin?”

One piece of advice that I fre­quent­ly give to clients is to let the cus­tomers lead the way. In most cas­es, cus­tomers have already shared their needs through cus­tomer ser­vice calls, com­ments and online requests for help. Answer­ing these ques­tions is usu­al­ly a great place to start. The goal is to take advan­tage of the efforts that are already being made. 

In pro­gram­ming, if the same piece of code is need­ed more than once, that code should be put into a func­tion so that it becomes re-usable. In the same respect, if your cus­tomer ser­vice team is answer­ing the same ques­tion mul­ti­ple times, that answer should be the top­ic of new con­tent cre­ation. This can be in the form of an FAQ, a blog post or instruc­tive video.

Lis­ten­ing to cus­tomers and respond­ing to their ques­tions is just good busi­ness. Tak­ing it a step fur­ther to edu­cate, share and advise based on cus­tomer feed­back can be a great way to cre­ate unique, com­pelling and fric­tion-free content.