No one likes talking with someone who only talks about themselves. The key to engaging with customers is to center the discussion around them.
“Most companies suck at good conversation,” writes Shane Snow, founder of Contently, in a guest post for Fast Company. “They’re used to blasting out one-way messages about how great they are. Their product. Themselves…Today’s consumers don’t have to put up with that. Unfollow. Friend request denied.”
Snow uses the successful examples of Birchbox — a beauty sample service that has grown to more than 100,000 subscribers thanks to its site built around articles, videos, and blogs about grooming and makeup, but not about Birchbox, itself – and American Express’s small business news site, OpenForum.com. “The secret to using free content as a business driver is to be the host of the conversation your audience cares about, not the subject of it. Great content transforms advertisers from interruption to destination.” For more on the secret to great content marketing is talking about your customers, not yourself, read Snow’s full article here.
Related Content from OpenView:
In this age of information, quality content can be used to create and enhance brand visibility, generate sales, and drive your company’s bottom line. But what type of content marketing strategy is the best? Tune in to this OpenView Labcast for thoughts from Michael Brenner, author of B2B Marketing Insider. And read this post from the OpenView Blog for more suggestions as to which content works best.