Web Content Strategies: Content as Customer Service

Lauren Owens - October 29, 2013

Google has been saying for years that the best way to rank is to create great content. While anyone who has spent any time thinking about SEO knows that this is a bit oversimplified, the basic principal remains sound: In order to attract attention, drive links and rank, you’ve got to be doing something pretty special.

Usually, this is providing a service (whether that be information or a tool) for a user whose needs are highly relevant to your business.

The content you create, then, is an extension of your customer service model.

When you think about content in this way, you can refine your content strategy to align with a specific purpose or purposes.

Ask yourself:

• What do your customers want?
• What do your customers need?
• How can you deliver this information better than your competitors?

This content can, and should, take many forms. This includes blog posts, infographics, social media posts, podcasts, and mobile apps, to name a few.

Consider a mobile app that that offers functionality that your customers need; a blog post that answers a question; an infographic that explains a complex idea; a social media post that shares timely information; a podcast that informs and/or entertains.

Think, for example, about the apps you have on your smartphone. You likely have a banking app that allows you to deposit checks, a fitness app that allows you to track your goals, and/or a recipe app that allows you to browse recipes, read reviews and create a shopping list.

These apps weren’t created out of benevolence. They were created to offer added value for existing customers, lure new customers, and engender brand loyalty.

Consider how your content can do the same.

Whether it’s an app, blog post, infographic, social media post, podcast, or video, your content should be created with your customer in mind.

So, before you create another piece of content – before you think about targeting keywords or sourcing images – take a step back and look at the big picture. What do your customers need? How can you help?