Tag: format

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?

Package Content in a Favored Format

Which is the best content format for your loyal customers?

  • ˜       Blog
  • ˜       Newsletter
  • ˜       White paper
  • ˜       Video

If you chose Newsletter from the choices above you are correct. This format is favored for loyal customers because when done well, newsletters contain information relevant to an already aware audience. When delivered on a consistent basis, it becomes familiar and anticipated. I just received Jakob Neilson’s Alert Box, a hybrid version of a newsletter from a content usability expert I admire. In it were links to 11 most hated advertising techniques and 10 Web design mistakes that readers loath the most as well as information on how to use PDFs and which content formats to avoid – Pop ups “which are the #1 most hated advertising design.” Alert Box is always worth my time because the topics are relevant and I trust the sender.

Which of the above is the best content format for potential customers? While it depends on what prospects are looking for, in general, a blog post may be your best bet. Prospects may not only be interested in the topic of the post but the reader comments regarding the post are often read. You can point prospects to a particular blog post during follow up or lead nurturing.

What format would you choose to help your prospects evaluate your services or products? A White Paper authored by a credible source offers an effective marketing tool to promote your company, your solutions, and your brand. A White Paper is helpful in establishing your thought leadership and building trust with prospects.

Video is an effective way for prospects to see your company’s brand using tone and personality. It’s great for showing “how to” processes as well. According to a recent Thomson Reuters survey, 73% of communications professionals expect the use of video to increase at their company this year. For a video content format to be most effective, include your website URL and a text summary. Keep it under three minutes in length. Remember, video can be embedded so viewers may find it in other locations besides your website. See this award winning sales Video by RightNow Technologies.

There are other great content formats including case studies, testimonials, podcasts, e-books, articles, social media, and slide shows that are effective when used wisely and strategically to reach a B2B audience. Ideas for each will be shared in later posts.

Understand what format is favored by your audience and you have a content package ready to be opened.