Thought Leadership Monday Mashup: Marketing FAQs Dispelled

Posted by Cydne Stewart Jun 8, 2015

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Using an FAQ page may seem like an obvious approach to dealing with brand expansion and content marketing. However, most brands have a habit of side-stepping the FAQ process.

Although bringing the perfect product or service to the proper niche market is imperative to brand success, educating your brand followers is equally important. Advocate your brand in a way that speaks to people who matter most to your brand—community members, website visitors, and current customers. Help them understand the ins-and-outs of your products and services. Make sure that you directly address their most frequently asked questions.

Communicating your brand genesis while building a community around informative and beneficial content is a great way to increase return on investment and revenue. Oftentimes, companies get caught up in the semantics of content marketing—the “what” and the “how often” according to industry standards. Ironically enough, this focus on what ‘the standard’ for your industry can toss stones on the path of success for your content distribution and community development.

Here is why:

Content should be informative, interesting, and thought-provoking. Could there be a point where you can become too in-your-face for even the most loyal brand advocates? Let's explore with MarketingProfs and an excerpt from their Marketing FAQ page.

Question

Can you "position" yourself too strongly in the market?

Answer

One of the criteria often used for judging a good positioning statement is that it is maneuverable. This ensures that the positioning doesn’t lock you in, especially in markets that change. Clearly this is difficult since you want to have a strong position that requires standing for something unique and defensible and communicating that to the market. So the answer is that in fact you can position yourself too strongly in cases where the market changes quickly. One way to avoid this, however, is to take into consideration a number of different future scenarios and see whether or not the positioning you have chosen is "robust" to these different scenarios (see our tutorial on making your marketing plan robust. If so, then your chosen positioning should work even if the market shifts and thus it's best to take a strong position.

Read more here.

SEO FAQ:

Google is always adjusting the organic search algorithm to better the search results for searchers, but how often should you review these updates? What is the penalty for not abiding by the laws of Google search algorithm, and what can you expect from the Google bots if you are caught red-handed?

What is the proper length for content?

The answer to this question is two-fold. From one side, content must be informative and thorough. The other side of the coin is that content must be easy to consume and interesting. Developing this balance within your content can get a little tricky.

Blog articles should be around 400 to 800 words. It is a good idea to include images, 3D animation, high-impact graphic design, and of course, online video. Including these types of multimedia within a blog article will affirm thought leadership on your niche topic,encourage content engagement, and provide a content experience that will have website visitors coming back for more.

Sales/marketing collateral and long-form blogs should be anywhere from 800 words to 1500 words. These pieces of content are most beneficial for driving miles deep into a very narrow content niche. Posts in long-form are better for building trust and positioning your brand as a thought leader amongst the best in your industry.

Service/product web copy will vary depending on the location of each bit of copy and the accompanying graphics and other media included on a particular webpage. When developing service and product pages, it is important to keep it snackable and easy to navigate. Content on any webpage should be thought-provoking, not thought demanding.

As iAcquire discusses on their Marketing FAQ page, content marketing can work in any industry. Content marketing is more about knowing and understanding what the buyer is looking for, what their pain points are, and how your product or service can help them. Let’s take a look:

What if we are in a boring industry?

If your company manufactures camp stoves, you probably won’t want to blog about them endlessly. Instead, think about the people who would buy your product, and the things that would interest them. So instead of writing about camp stoves, write about things you can cook while in the great outdoors. Maybe even create a camping recipe book. Invite your customers to submit their own recipes and then you won’t even have to create all of the content on your own.

Read more here.

To kick your boring industry blues you must dive deep to understand each type of website visitor that may stumble upon your content. By taking the time to dig deep and get to know your buyer personas, you can better help serve their needs with your content.

In an article entitled, “7 Ways to Research Your Buyer for Content Marketing,” Barbra Gago discusses 7 great ways to research and get to know your buyer personas.

Interview current customers.

This may seem obvious, but how many of you take the time to talk to your customers? They are a perfect resource because they’ve purchased your product or service and are relatively accessible to you. Interviewing customers will not only give you insight into their decision-making process, it will also be a great opportunity to gather content for a case study. Here's an easy way to leverage new relationships: Try asking a couple of probing questions about their purchasing process at the end of your initial kick-off meeting.

RELATED IDEA: In addition to talking to customers one-on-one, also consider surveying prospects or conducting focus groups.

Read more here.

Whether your company has been content marketing for years, or you are new to the content marketing arena, it is imperative you address all of your customers frequently asked questions in a manner that is easy to follow. Be clear and concise. It is better to dig miles deep with your content than it is to cover content that spans miles wide. Pick a content niche that complements your product or service. Develop content that addresses your buyer personas most difficult problems. Present content in a format that will have them engaged and always coming back for more.

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Topics: Thought Leadership, Marketing

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