Page 8 - AeM_March_2022

BEST PRACTICES & STRATEGIES

There is always something exciting

to communicate, isn’t it?

• Never stop asking: Colleagues with direct cus-
tomer contact know best what is going on with the
customer, which is why employees from support,
sales and field service are particularly suitable as
contact persons and sources of inspiration.

• Use communities, forums, and social media
groups to brainstorm new topics: There, experts
and interested potential customers exchange ideas
about topics – including those related to their own
company. Look around the web and find out where
your target groups get their information. There you
will find out what problems your target groups are
dealing with, what tips they need and what ques-
tions they are asking. For you, this is a pool of top-
What to do when it feels like every topic has
already been written about? Well, then the ics related to your offers that are worth working on.
following tips might help you in creating new And keep in mind that for some topics and prob-
topics and content. lems, explanatory videos are often better than
texts.

Blogs continue to be among the most indispensable • Get inspired by competitors: Of course, this
instruments of corporate communication. With blog does not mean simply stealing and copying. Never-
posts that are rich in content, it is possible to underline theless, it is worth keeping an eye on the content
the company's expert status, strengthen the reputation of the competitors on the various channels as rele-
with business partners and customers and, if it is done vant topics are likely to affect you in one way or
really well, inspire potential customers and provide sig- another. You should take this into account and
nificant support to the sales department. And finally, a adapt it to your products and services. In the best
blog makes a significant contribution to SEO and web- case, you can even address the problems and hur-
site traffic – and thus to the visibility of the company.
dles of the common target group better by picking
But what if, after months or even years of non-stop writ- up and supplementing important aspects.
ing, marketers can't think of anything new? Well, luckily
there are tricks and methods to break out of a mental • Do keyword research: You can use a variety of
tools to research keywords relevant to your indus-
routine and to take a fresh look at products, services or try, like e.g., keyword.io or Answer the Public,
offers from your own company and its lively customer
contacts to produce new creative infotainment power, since the research frequency of certain terms gives
you important information about the questions in
like the following:
your target group.
• Ask your target audience directly what inter- And since you've already written on many topics and
ests them: Use your social media channels or the published tons of content, you should use them: for
customer newsletter to ask directly about challeng- instance, search your blog for the most popular posts
es and problems that your target group is enthusi- and revise them by adding new aspects – or even bet-
astic about. Then take those topics up and offer to ter, pick up a sub-aspect and write your own post about
answer them in a blog post or video and provide it. ◊
them that way with additional tips.
By Daniela La Marca

8 March 2022: Content Marketing