When a business loses focus on its content, a content strategy is needed. Erin Kissane, author of The Elements of Content Strategy, believes there is only one guiding principle of good content: “It should be appropriate for your business, for your users, and for its context.”
What questions do potential customers have about your B2B brand? Mack Trucks got it right when they added a section to their website called “Talking SCR.” SCR (Selective Catalytic Reduction) is a new technology that Mack employed to meet stricter emissions regulations. The change had truck owners worried about how SCR technology would affect fuel economy, costs and maintenance.
The SCR Talks section allows website visitors to submit questions via email to Dave McKenna, director of Powertrain sales and marketing. Questions and answers are then posted on www.macktruck.com. The appeal of the section is in the authenticity of both the truckers and McKenna.
While McKenna is straightforward in presenting the facts, his passion and enthusiasm for Mack shines through, especially when he shares the news of a sale. He deals with competitive questions head on. Customers show genuine appreciation for the information. Says one customer, “Thanks for all the great information and for taking your time to answer our questions – it’s invaluable in understanding the real world applicability of these technologies.”
Information that your audience finds invaluable is powerful. The opportunity to ask a question and get a personal response is simple, yet effective in building brand loyalty. Shared on the Internet, the information becomes a benefit to the entire Mack Truck community and a positive force for the brand.
In an interview with B2B for its “10 Great Websites” feature article, Sharon Shuman, director of e-business for Mack Trucks, called SCR Talks one of the most popular areas of the website.
What questions are your customers asking? Who can best answer them? Mack Trucks offers proof that Q&A can become quality custom content–useful information that can drive traffic and build loyalty among your audience.
Content for Biz
The call for focused, edited, or filtered information is important from one end of the buying cycle to the other. We need to create meaning.