Tag: content creation

Spring Brings Content Change

The seasons can be a source of inspiration for content appearing on your website, blog or email newsletter.

When spring weather hits, contractors are in full-blown work mode.  With increased competition for jobs, contractors are looking for new ways to reduce their operating costs.  Here are just a few spring-centered content ideas for your contractor customers:

  • Tips on Fuel Savings

With the cost of diesel fuel running averaging nearly $4.00 per gallon nationwide, this is a clearly a source of pain for contractors. By publishing information on reducing fuel consumption, such as strategies for reducing idling times, preventative maintenance, operator training, and fuel efficient technologies, you are sure to add value to your relationship.

Illustrate savings through actual case studies and get feedback from other contractors on what strategies really work.

  • Wet Weather and Safety

Construction is one of the most dangerous careers and safety information is always a top interest among contractors. Your customers will appreciate coverage of timely topics related to seasonal conditions. Spring hazards include electrocution as well as slips and falls due to wet, slippery conditions. Design the content so that it can be easily be used in the field, with a place to list those who attended the safety talk. An English and Spanish version is also helpful.

What’s on your content calendar for spring?

Fun Friday – Do Be and Don’t Be

Word HogDON’T BE … A WORD HOG

The Word Hog relies heavily on copy to convey a message. In this example, too many choices and too much reading slows the laptop buyer down.

http://www.toshibadirect.com/td/b2c/laptops.to

DO BE … A VISUAL THINKER

Use graphics to support the text and guide the user through the decision-making process. On this page from Lenova, the bold red and blue boxes and the graphics below serve to separate Professional Grade computers from “Lifestyle” choices. Two choices vs. twenty makes for a much better user experience.

http://www.lenovo.com/us/en/

Every Product or Service Has a Story

Interview in ProgressI write a “Closer Look” feature for Construction Equipment Distribution magazine that focuses on a single supplier to the construction equipment industry. Rather than rely on a lone interview with the company’s CEO or president, I always ask for the names of a few customers to interview.

Customer interviews provide a “real world” framework for the reader.  Instead of describing a company’s product and services from the CEO point of view, I integrate a story of how their products or services provide a solution for customers.

The profiled companies are amazed at the information I  gather.  There is no big secret to this.

When you need a great customer story  follow these steps:

1)      Ask customers to start with the source of their initial frustration or need.

2)      Answer the questions of who, what, when, where and why. Get as much detail as possible.

3)      Ask if there was anything that surprised them about the product or service.

4)      Ask if there was anything that could have been done better.

5)      Give them an opportunity to review their comments.

Don’t just ask for a testimonial and rely on the customer to deliver it. If you get it at all, it will likely sound like something no one would believe. Hiring a professional writer to conduct the interview will provide the best results. Customers open up more when they talk to a third party. It shows a level of professionalism.  If that’s not in the budget, at the very least, select someone who is not familiar with the customer/client relationship. Review the questions in advance.   Follow the steps above and let the customer know you are truly interested in hearing what they have to say. That’s the secret to getting a great customer story.