7 tips for creating valuable content for your customers

Creating content is crucial for every business. How do you present your services as a business, and how do you want to come across to the customer? Important questions to map out before you start creating content.

Content plays a role in every marketing activity in your business, whether it concerns SEO, SEA or social media. On every channel, it is important to stand out to your (potential) customers and match their needs. With the 7 tips below, you will write valuable content that stands out!

1. Go for unique content

A business’s content goes further than just the website. Content can be found in your email campaigns, social media campaigns and in Google through SEO and SEA. As a result, customers come across a lot of different content, not just from your business but from many others too.

For this reason, it is important to create content that sets your business apart from the competition. If you post a video similar to a competitor’s, it naturally will not stand out as much as a distinctive video that catches attention.

2. Create content for the entire customer journey

Potential customers are always looking for information about the product or service they are interested in. They search the internet to get answers to the questions they have at that moment.

However, not every potential customer is at the same stage of the buying process, so they also have different questions your content needs to answer. By exploring the customer journey in more depth, you can write content specifically for these stages, so your content also better matches the questions your reader has.

3. Content for all channels

The people reading your content are active on different channels. You mainly reach an existing customer via email or social media, while potential customers mainly come in via campaigns or Google. This makes it important to write content for each channel that suits the target audience.

4. Balance your business goals with your customer’s needs

By having your SEO properly in order and making good use of the right relevant keywords, you get found more easily in the search engines. But how do your customers actually find you?

Do your customers mainly come in via social media campaigns or through organic search? This is important to know before you invest in content for a particular channel.

Is it your business goal to rank at the top of Google, while customers mainly come in via another channel? Then it is naturally not cost effective to put thousands of euros into SEO. So make sure your business goal aligns with your customer’s needs.

5. Create informative content that stands out

When you write content, your main goal is naturally to answer the questions of a (potential) customer. The information therefore needs to be relevant and accurate, but it also needs to be engaging. So it is important to create content that informs while also entertaining.

This way, you stand out and make sure your business stays top of mind with (potential) customers.

6. Add value with your content

Writing content should no longer just be about winning customers by claiming your product is the best. Every business thinks that about its own products or services, and readers know this too.

Instead, use your content to add extra value for your reader. Create good content that your readers want to share within their network because they are genuinely enthusiastic about it. Think, for example, of a whitepaper with tips or a guide. This way, you really help a reader move forward and make sure your content is valuable.

7. Go for personalised content

Nowadays, businesses are increasingly expected to respond quickly and handle everything on a personal level. So make sure to add some personalisation to your content.

For example, run a specific promotion for a product a visitor has viewed before in a Facebook retargeting campaign, or make sure an email focuses on a topic that this specific contact finds interesting. This way, you create relevance in your content and appeal more effectively to specific (potential) customers.

In short, make sure your content always adds value for the reader. This is how you set yourself apart from the competition and respond better to the needs of your potential customer.

Need help creating valuable content? Then get in touch!