How to start a conversation: You need content topics

4 Oct

Resist the urge to broadcast. People want to learn something useful. If you can share useful content about your company, your products and services, then that’s a bonus.

Summary: You need to develop a content strategy. For this you need content, information and ideas about your products and services. Here is a list of good content ideas.

Do you want to have a conversation with your customers, visitors, readers? What’s your conversation starter? Content. What do they want to know about you? What interesting items and events can you tell them about? More importantly, what information is good enough or unique enough that your customers and visitors will share the info with others?

Your website has a base level of content that helps people learn about you and your company and complete tasks (register for more information, purchase a service or product).

The road to building content runs through listening and monitoring (social media analytics). OK, now you’ve followed some conversations. Do you have anything to add? You can build an editorial calendar and fill it with great ideas that will help customers and visitors learn and connect.

Resist the urge to broadcast. People want to learn something useful. If you can share useful content about your company, your products and services, then that’s a bonus.

If you are creating content (text or video) for your content hub (company website, blog) here are some good ideas for content that customers or visitors might find interesting. Can you hear your visitor repeating these headlines? Are you bold (crazy) enough to share some of this information?

  • What’s the best way to suggest an improvement to our product?
  • Some tricks that might keep you from having to contact support.
  • Here’s our upcoming coupons and offers for the next month.
  • We want to talk. Tell us how to contact you? Where?
  • Video: Here’s a tour of our plant/facility/office.
  • Video: Follow one product/idea from start to finish.
  • Find out what it’s like where we work.
  • View these photos from our latest event.
  • When we create something, these people are involved.
  • What do you think our product’s price should be?
  • Five tips for getting more from your purchase.
  • We support these great causes, here’s why.
  • Five ways we customize your order. Tell us two more.
  • This is what we think is unique about us. Do you agree?
  • Where else do our products go?
  • We’re sorry. This is how we’ll handle things next time.  (Think of crises communication before the crisis. Prepare a post on how the process is supposed to work, how it actually functioned, what you’ve learned, and how you’ve adapted.)

Can you produce just of few of these ideas for your content hub? What kind of reaction would you gain from your potential customers? Would you click on Warranty and Quality, Our Mission, or Sitemap, or would you click on the above headlines?

Anchor this content on your content hub (website) and then share these ideas on Twitter, Facebook, and YouTube.


2 Responses to “How to start a conversation: You need content topics”

  1. Joe Michaels November 23, 2010 at 11:21 pm #

    I LOVE this piece! Outstanding! Talk about building “relevance.” This is exactly the kind of conversations organizations need to build with their constituents. Sadly, I fear, most organizations would rather not ask these questions…let alone share the feedback.


  1. How to Start a (Social Media) Conversation… | Joe Michaels Branding Blog - November 23, 2010

    […] blog contained the following article–and I LOVE it! Spot […]

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