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.