posted on March 31, 2011 |
What is your blog or newsletter about? Is it about things that matter to your prospects? Or is it a list of things that matter to you?
We’ve all seen marketers squander opportunities to communicate with their audience by telling stories that only matter to them. Stories like “X Co now offers daycare for employees”, or “XCo employees raise money for local charity”. Customers aren’t drawn to these stories. Unsubscribe rates rise and open rates will drop.
Great content is content that matters to your engineering audience. Talk about problems that your company solved. Talk about how your company made a particular customer's end product more valuable. Try writing from the perspective of your customer. Repeatedly telling these stories will help you build an audience of readers who have the same sort of interests as your customers. They could become your customers one day too.