customer-sourced content: turning conversations into customers
TRANSCRIPT
Customer-Sourced Content:
How to Turn Customer Conversations Into More Customers
Linda Dessau
Business Blogging Specialist Content Mastery Guide
Today You Will Learn • How to create a steady
stream of customer-focused content
Founded Content Mastery Guide July 2005 Blog posts featured at: SteamFeed, Business2Community, 12 Most, Ragan.com, Social Media Today, and other sites Services: Blog ghostwriting and blog management Book ghostwriting and editing (non-fiction)
About Linda Dessau
Agenda • How and where to listen for questions
• One question = blog, social media, newsletters, products and services
• B2B and B2C customer-sourced content examples
Customer Questions Are Everywhere
Conversations you’re having
“Is there anything else you were wondering about?”
Customer Questions Are Everywhere
Conversations you’re listening to/watching
• Web news and trends
• Social media
• Polls and surveys
• Contact forms
• Autoresponders
Customer-Sourced Content – Options
“How to” blog posts à Newsletter à E-book
Slideshow presentation/Slideshare à Video/YouTube
Social media à Questions/discussion à Blog post
Expert interview à Audio/video à Text
Demo video à Blog post
Question/problem à Solution/service/product
B2C Example
B2B Example
Cisco Small Business blog
Move The Needle
Move The Needle
“What is one question you would like me to answer about _______ [your topic] in an upcoming blog post?”
Move the Needle
1. Invite questions and make space 2. Use online listening tools 3. Use polls, surveys, contact forms and email 4. Use multiple formats 5. Re-use content in different places
Key Takeaways
www.onlinemarketinginstitute.org
Thank You!
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