Content Your Customers Actually Care About

Offer expertise and knowledge to help customers–don’t just sell to them.

Content marketing seems to be all the rage right now, right? But as it turns out, businesses have been using content to give customer-value for over a hundred years. Here’s a great example, if you’re a Jell-O fan, in 1904 Jell-O door-to-door salesmen would give out their cookbook for free. Jell-O’s sales rose like crazy in just a few years. True story.

At my company, VerticalResponse, we have a content marketing team that produces the lion’s share of our content whether it be our blog, webinars, free guides or videos that we produce that help small businesses grow. That’s cool, but we also have every member of our marketing team, as well as folks from every part of the company contributing. By making content not just a function of one group, or of just the marketing department, we ensure the entire company is lending their expertise and knowledge to help customers, not just to sell to our customers.

1. The Master of Your Domain

What a great Seinfeld episode! But seriously, you and your staff are the masters at what you do, so you should write about it, post it to your social networks, make a PDF that prospects and customers can download and share it with fellow bloggers.

At VR, our domain expert for email deliverability, Kirill, has a depth of knowledge about the ins and outs of how we get email to the inbox second to none. By sharing a blog about the latest developments, he helps our customers have the most up-to-date information so they can create emails that get delivered to inboxes. A win-win.

2. Great Stories From a Conference

If you have anyone on your staff attend a conference or event for employee development, it should be one of their tasks to write down what they learn and publish it to social media or your blog. There’s not a better way to show your customers you’re up on the latest and greatest on their behalf.

And, whenever someone on our staff attends a conference (Check out what I’ve published attending the amazing conference) we make sure they write about what they’ve learned through the filter of a small business owner. We include takeaways that apply to our customers. That way, we pay the big bucks to attend events that they might not have the time or money to, and they reap the benefits through our content.

3. Customer Service is Your Ultimate Content Treasure!

If you’ve got a ton of calls or emails asking the same types of questions over and over, you can craft a great piece of content that answers the questions quickly! At the end of each week, ask your team members what the top 5 “hot buttons” were from the calls and questions they received. Tabulate and answer them in multiple formats: post a blog, send an email marketing campaign and post it to social networks.

Another bonus? We’ve found that many of the folks that work here at VerticalResponse have personal blogs and are talented writers. While it might not be in their specific job description to contribute content, we’ve found many of them have actually asked to write for us. How cool is that? When your company is creating useful content in service of your customers, everyone benefits–your company, your employees, and your customers.

Now that’s what I call content for the win! How are you using content for your biz?

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Learn to Network

Business Networking International (BNI) Sound Networking meets Each Wednesday 7:00 – 8:30 AM at Frog Ponds Cafe

Meet local business people and find out how networking is one of the most effective methods for marketing your business.
Visitors are always welcome, just call ahead to let us know you are coming 519-371-2622.

Business Enterprise Centre Workshops

Basics of Bookkeeping (Three part workshop)
Tuesday September 19th and 26th and Tuesday October 3rd, 6:30 pm – 9:30 pm
Business Enterprise Centre Training Room $95 (HST included)
Facilitator: Jane Gallagher
This three part Bookkeeping Workshop will allow you to use the tools and information to confidently understand your financial statements and your own books. Class size is limited to 8 to allow a hands-on, individual learning opportunity for everyone.

Business Enterprise Centre Workshops

How to “Really” Start a Business
Wednesday September 20th, 9:00 am – 11:30 am, Bayshore Community Centre
FREE – Pre-registration is required
Facilitator: Cliff Bilyea
Discover the basic steps involved in starting a business, evaluating your idea, determining your market and basic rules and regulations. Attending the is workshop is mandatory for anyone applying to the Starter Company Plus Program.

Business Enterprise Centre Workshops

Introduction to Quick Books (Two part workshop)
Tuesday October 17th and 24th, 6:30 pm – 9:30 pm
Business Enterprise Centre Training Room, $80 (HST Included)
Instructor: Jane Gallagher
The first session of Quick Books provides participants with an overview and access to a trial version of the program. The second session will be questions and answers to address specific issues. Knowledge of basic bookkeeping principles is required. Limited to 8, you must bring your own laptop. (This workshop does not cover the online version of Quick Books)


Phone: 519 371 7464
Fax: 519 371 4043
Address: 1240 2nd Ave E
Owen Sound, ON N4K 2J3

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