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Happy Thoughts

Be a Business that Serves Knowledge

You understand the value of custom content to building your brand and you want to better serve customers by providing content that helps them pursue their happiness. Now what? Now you create content that creates happy. 
Be a Business that Serves Knowledge

by Jessica Lyonford

4 years ago

You understand the value of custom content to building your brand and you want to better serve customers by providing content that helps them pursue their happiness. Now what? Now you create content that creates happy. 

  1. Answer the #1 question your customers (or potential customers) ask. Answer it publicly. On your website. On social channels. On the company blog.

    Answering that question before they ask it shows that you understand their needs and saves them time and energy. It provides real, tangible and immediate value to the people you are trying to serve.

  2. Teach customers the basics. Serve up a glossary of useful terms regarding your business, industry or product. If you're a record store, define genres and musicians that live in each. If you're in real estate, consider a simple encyclopedia of house architectural styles. If you're a yogi, provide a visual glossary of basic poses.

    The key is to teach people something useful in an interesting way. Remember to make it downloadable so they can reference it whenever they need.

  3. Tell your company's mission and the story behind it. Introducing your company through your mission tells people what you value.

  4. Offer tips and tricks that serve them when you're not there. Businesses aren't with customers 24/7. But you can still serve customers when your aren't literally (or virtually) with them.

    If you are a cleaning service, offer tips to keeping fingerprint-free. If your offer financial services, give customers simple everyday ways to save money. If you are a car mechanic, teach customers how to better use their cars. It's stuff that is second nature to you but can be life-changing for customers.

  5. Provide additional resources to address their needs. Going above and beyond your capabilities shows that you are putting their needs first. Where do you turn when you don't have the answers? Share that with customers. Who inspires you to live your mission? Share them with your customers. The more you share, they more you serve.

  6. Consider letting a happy customer share their experience on your behalf. With B2B marketers identifying customer testimonials and case studies as the most effective content marketing tactics, it's hard to understate their power. That said, testimonials serve customer interests because they are real, personal and unbiased encounters with your company. It's word-of-mouth, amplified.

  7. Industry news can be helpful. Notice the word can. We tend to think our industries and products are more important and more interesting than most – it's why we're drawn to spend so much time working in the space. Sharing the nitty gritty details surrounding every legislative act or new hire in the space doesn't serve customers, because it isn't information they can use.

    That said, there is plenty of news that is good for consumers to know. If you're a coffee shop and there's a cocoa bean shortage, the impact is important to your customers. If you are a bank and a new law requires additional security measures around credit, that is important to share with customers. Always ask yourself who the content serves before sharing.

  8. Spotlight clients and employees that you love working with. This is a super simple way to get customers to see themselves as valuable AND prospective customers to understand the types of relationships you value.

    If potential customers can't picture the relationship, they're less likely to reach out. If they see like-minded businesses with similarly-relevant business goals, they can start to visualize how you can benefit them. Spotlighting employees introduces them to the type of people you value that they'll be working with if they sign on as customers.