How to create valuable content

Value is what your community is built upon, whether that’s “tangible” stuff like blog posts, videos, resources, and tools; or an approach, perspective, or virtue that is the basis for common ground.

Value that focuses on your customer and their experience is what attracts people to your business, your brand, and your community.

In general, there are two types of content that will help build your community: foundational and community building.

Foundational content is the more static stuff on your website, like pages that explain who you are and what you do (like your about and services sections).

The problem with most foundational content is, let’s be honest, that it kind of sucks. It’s really focused on self-promotion (as it should be; it is, after all, your website) instead of being geared toward the needs of your customer.

The challenge with foundational content is to listen to your customer.

Observe their needs, the things in life that they struggle with, and then communicate how your products or services address those things. Use video, resources, case studies and infographics to provide an engaging and value-packed experience and make your foundational content worth reading.

Community building content is the stuff that’s more dynamic in nature and usually lives on your blog. It’s the content that is less about what you do and more about what you know.

It’s easy to make customer based community building content because the purpose of building it is to help them understand your knowledge and expertise.

This type of content indirectly promotes your brand, establishes trust and credibility, and really helps to foster relationships.

Just like your foundational content, community building content needs to be full of your personality. Show who you are, what you believe in, and what makes you stand out. All in an effort to help your customers (current and potential) learn so that they’ll pass it around to their friends and come back later for more.

When you are generating content it’s important to remember- It’s not about you !

Make your content about your customer, not about you. Focus on their needs. And don’t just guess, ask them. Do an email survey, or make a phone call, or take them to lunch. Listen and figure out how you can better serve them and then actually apply the feedback to the content and resources you’re creating. 

June 7, 2021 by Lydia