Customer Communications Group: 5 Ways to Make Content Marketing that Engages Customers

Share Article

Customer Communications Group shares five rules to create effective content marketing.

News Image
No matter what topics your content covers, you’re facing competition -- from other content streams, the television, video games, work and other daily life commitments."

Customer Communications Group, (CCG) the full-service loyalty and marketing agency, shares five rules that loyalty marketers should follow to create content marketing that engages customers and build sales.

“No matter what topics your content covers, you’re facing competition -- from other content streams, the television, video games, work and other daily life commitments,” said Sandra Gudat, president & CEO of Customer Communications Group. “So how do you help ensure that your content actually makes customers want to engage and respond? Start with these five essential elements of engagement.”

1. Talk Sense
Content approach, lingo and complexity must match the audience. Are you addressing high-wealth customers who have advanced knowledge of financial topics? Don’t dumb it down or they’ll feel you don’t understand their needs. Targeting uber trend-sensitive teens? Use their lingo or you’ll lose their attention.

2. Solve Problems
Whether it’s parents worrying how they will afford their daughter’s college tuition or a fashion customer wondering how many ways she can wear a pair of boots, content should offer answers to customers’ burning questions -- better informing them to make decisions in their daily life.

3. Make it About Them
Limit company promotion to 30-40 percent of content. Use the remaining 60 to 70 percent for real content that adds value. That doesn’t rule out a soft-sell call to action, as long as it’s related to the content and presented as a benefit or solution.

4. Mix It Up
Not all customers absorb information the same way, so mix up delivery -- channels and formats, but also presentation. Consider quizzes, checklists or live Q&A sessions, and add interest with photos, charts, infographics or other visuals.

5. Fast & Easy
Our society is message-inundated at a blurry pace. If the main message can’t be skimmed, it will be lost. Written material needs to be broken up by space, bullets, sidebars, etc., offering multiple entry points to make scanning text fast and easy. In video, use plenty of graphics and keep the pace lively, but not frantic. And under five minutes.

Find out many other content marketing tips and strategies that build loyalty and boost the bottom line, read CCG’s Guide to Content Marketing. And keep the lessons coming, sign up here to receive CCG’s newsletter for customer loyalty.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Jim McNulty
StandPoint Public Relations
+1 (508) 481-2024
Email >
Visit website