Are you content with all that web content?

My phone pops up a warning message when storage space is getting low.

I know the feeling. It seems daily that I am getting the same message from my over-taxed brain. There’s simply so much content being pumped onto the web every day, it’s a bit dizzying. Just sifting through it seeking something useful consumes valuable time.

If this is happening to me, I shudder when I think how much content must be flung at sole proprietors and decision-makers in SMB and large businesses. These poor folks must be overwhelmed. They are very busy trying to run a business, provide a differentiated product or service and exceed customer expectations. They have little time to devote to reading useless information.

Publish or perish

So the big question is: Is it vital for companies today to publish fresh content regularly? Do their customers and prospects want to hear from them daily? If yes, what content do they desire?

By answering the last question first, I believe I’ll answer the others. I’d think content that educates and inspires the customer or prospect in some way would be most valuable and welcome on a frequent cadence. Here are five examples that seem to me to be no-brainers:

Customer stories

People love seeing how other customers succeed using a product or service. If delivered in the words of the customer with tangible and believable results included, your brand will be golden.

Tutorials

Learning a new tip or short-cut will definitely win some praise.

Thought Leadership

Have an executive give some general ideas on where the technology is going and how the customer will benefit.

Q&A

Publish selected customer submitted questions online with the answer. Invite customer feedback...develop a community dialog that others can join.

Mea Culpa

On occasion, share a screw-up and how it was resolved. Humility can go a long way toward winning customers and strengthening bonds.

The point is, useful content doesn’t always need to sell the brand. People become loyal when they believe a brand is really trying to help make their lives easier. Find ways to convey what your brand is doing to serve that purpose and customers will welcome content from you most every day.

Best of all, when their brains kick out a low storage warning, you know your content will be safe.

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