“Build it and they will come.” A line right of out “Field of Dreams” became hugely popular as an inspirational quote with the underlying message of providing something useful to others, and they will ultimately come to you. In the world of content marketing, it signifies creating trustworthy, insightful content. According to a survey, 90% of consumers find custom content useful, and an overwhelming 58% of customers trust brands through their content.

Businesses are – or should be – creating content to persuade consumers to purchase or use their services, with an angle that solves a particular problem, answers the questions to industry-related consumer problems, and/or builds a rapport with their customers and communities. Several leading websites offer valuable advice on creating B2C content, and they are all accurate. There is no specific formula for content development outside of publishing consistently and writing on topic. However, we do suggest five B2C content development tips you can use in your content calendar.

  1. Uncover and answer the consumer’s “pain-points”
    Consumers seeking out particular services or products typically want some kind of obstacle, challenge, or problem solved, resulting in their benefit. For example, the silly As Seen on TV product infomercials – think Snuggie or Flex Seal – are great references, as they demonstrate the versatility of product usage and solve problems for a particular subset of consumers – in this case, people who want to stay warm while using their arms or people looking to use a rubber sealant on their cars, homes, air boats, etc. The development of written blog content should relay an answer as to how a particular product or service will solve their particular dilemma or problem.
  2. Sharing in the successes with case studies and testimonials
    It’s okay to have a testimonial page to document the success or happiness of a customer, and it is even better to document successes with a blog post. Whether it’s divided into long, separate case study blog posts that identify and detail the customer’s dilemma or it is profiled happy stories of satisfied clients, sharing the successes through a good story with a few photos will certainly help with capturing clients.
  3. Comparisons, highlights, and product demonstrations
    Content that speaks to the efficacy of products or services is great content, especially when you’re experiencing a stint of writer’s block. Highlighting or expanding on the features, benefits, upgrades, or developments informs and educates customers. Factor in the keywords laid out in the strategic digital marketing plan, and content developers can truly create intelligent, lasting content that has indexing power.
  4. Company announcements, acquisitions, news, etc.
    Company news is good news. Why? Consumers, while interested in what you can do for them, also want to know more about the company. Allowing customers, fans, and readers into the fold of the day-to-day developments of the company structure gives customers an idea of what makes the company tick. Received an award for great work? Share it. Recently acquired another company that will expand on services? Post it on the blog. Developed a new product? Share, share, share!
  5. Philanthropic and charity endeavors
    Good deeds and charitable moments the company endorses or participates in makes for heartwarming content. According to a Business2Community infographic, a whopping 78% of consumers believe businesses with blogs want to build a rapport with their communities and customers. If a company is a strong supporter or has done work from Ronald McDonald House Charities, for example, this could be a strong content piece on the brand or business affiliation to provide funds or assistance to families in need. Volunteering, fundraising, or assisting charities or non-profits in need help a business stand apart from the crowd, and it makes the company a do-gooder.

 

A strong content calendar that follows a digital marketing plan will assist in creating B2C content that speaks to customers. Other factors to consider are seasonal topics, holidays, and news story topics (Google Trends is helpful!)

What topics or subjects are great for developing B2C content? How does your business or brand develop content appropriate for your blog? Weigh in and let us know.