Tag Archives: content

How to Create the Content Your Customers Want

31 March 2015 Theresa Mills 4,088 Comments Content Marketing

Who knows your customers and prospects better than you? Many businesses are sitting on a treasure trove of information and knowledge that customers are already searching for online.

You see, your customers want YOU. They want your expertise, they want your advice and they want you to tell them why your product or service is better than anyone else.

But first they need to trust you, and the best way to build trust in this digital world is through content.

Customers no longer buy into pure marketing hype. They research and study before ever making a purchase.  They expect information to be thoughtful, well-researched and credible – and if it’s not, they’ll disappear in the blink of an eye.

And that’s where you come in. The experts in the industry. Who better to tell your story than, well, you.


This year, content marketers are no longer working in silos, spending hours researching information to create the content they think will drive marketing efforts. Instead, they’re maximizing the resources already at hand. Content writers and marketers are turning to the people in the company who work day in and day out with customers – the sales teams, customer-service reps and executives. They interview and dig into that treasure trove of knowledge to produce high-quality content that can be distributed in different formats across multiple channels. It not only saves time, but it results in highly-targeted, customer-centric information.

By setting up one interview every quarter with a team who understands the ins and outs of the ideal customer, content marketers can gather enough information to produce white papers, blogs, social media postings, case studies and infographics for months. Yet, as we say at Smashdeck marketing, there shall be no random acts of content. Every piece of content should be relevant, designed to drive new leads and created with re-purposing in mind, so that the content works hard to help you accomplish your goals.

If you’re not already producing content and you’d like some help, feel free to contact Smashdeck marketing. We’ll be happy to set up a consultation to help you start producing the kind of relevant content that your customers want.

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