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Content is key for customer engagement

11 October 2016 Tara Commerford
Content is king

In today’s digital marketplace, your online presence is the key to helping customers learn about your business.

Your website and social media profiles are powerful tools to help people to locate you, interact with you, and get to know and trust you.

We’ve all heard the saying ‘content is king’. Content has the potential to help you reach existing and new customers, while positioning you as thought leader.

However, if you aren’t a wordsmith, putting content together can be difficult, making you feel like you’re wasting time that could be better spent doing something else, such as running your business.


For business owners who aren’t experts in content creation, here are four tips to help keep your clients satisfied and bring in more potential customers.

1. Be detailed enough, but don’t go overboard
Your website and social media platforms should serve as information hubs for your customers.

You’re investing time to make these platforms represent your business in the most accurate way, so ensure your platforms are robust enough to meet your needs.

People will often contact businesses directly if they can’t find the information they need on their website or social platforms.

While inbound queries can often build customer relationships and sometimes lead to sales, answering the same customer queries over and over can be time-consuming.

Ensure your platforms publish the information your customers (or potential customers) need without bogging the site down with unnecessary spiel.

2. Don’t be sales-y
Business owners who are not blessed with the gift of the gab will often end up portraying their business online as sales-hungry.

Remember, potential customers are looking at your website and social platforms because they believe you can add value to their lives in some way. This doesn’t always mean by purchasing your products or using your services, which is only one part of the relationship you have with your customers.

Offer support, advice and tips to your customers. You’re the expert in your field, so share your knowledge with those who value it.

3. Images work wonders
They say a picture speaks a thousand words, and studies have even shown that 90 per cent of information transmitted to the brain is visual.

It’s important to keep images personal. Avoid stock images and include images you have taken of yourselves, and your products and services.

In today’s online-savvy world, it’s easy for visitors to your site to tell when an image has been taken from another page.

Be sure to use your own images across your website and social media platforms and keep them relevant to your business story.

4. Know your audience
As a small business owner, you are the driving component of the content that appears on your online platforms.

The key to good content is knowing who your audience is and communicating with them directly.

It’s important to understand what attracts and interests your customers to keep them coming back to your pages.

While it is true that good content is often an art, it is not an unattainable skill.

These four simple tips can help you convert your business passion into engaging copy for your online platforms, ensuring your content reaches the right audience and boosts your online presence.

Content is key for customer engagement
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Tara Commerford is the Australian and New Zealand country manager for web hosting service GoDaddy.

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