Puzzled about why content matters? How writing about your customer’s questions & needs helps generate sales.

After recently reading an article on Sears’ success in content marketing, I wondered how to apply this idea to clients in very different markets. In summary, Sears has a line of fitness equipment. To encourage people to ‘talk’ about it, they created an entire website using fitness experts where people can keep in touch with using their equipment, exercises, etc. So now Sears can promote its products indirectly through their FitStudio website! Smart!

So let’s apply this to some other industries with smaller budgets: A car dealership can create a blog regarding testing various windshield wipers, how to properly put on tire chains, and a video on changing a tire. A seed company can have a blog displaying the various growing zones across the country, videos on repotting, how to identify a stressed plant, and locating the optimal spot to build a pond. Even a used clothing store could blog about color and style combinations, and create a video on replacing a button or shortening a pair of pants.

My point is, by using social media, we can treat people as if they had walked into our business with a problem. By putting the information ‘out there’ business owners demonstrate that they don’t just want to sell you a car or skirt but their services and or knowledge. And when it comes time to buy another car/skirt or recommend a business, it is highly likely that your business will be one they will recommend.