Channel Evaluation How do I know which sites to use?
8 Content Development Questions Who are you? What makes your product/business unique and interesting? Identify what previous customers like about your business and/or your products? If you don’t know this – think about what could make your business different. Who is your ideal customer? What customer segments are you serving? Who is the most profitable customer? What customer segments are you serving? What products do they prefer? What lifecycle events bring customers in to your business? What do customer want to know about you? What questions are your customers asking you and/or your competitors? What can you simplify for customers? What content works for competitors? What level of expertise is expected by customers? When do they need the information? What do they need to know about the product they purchased before, during, and after they do business with you? How can you prepare customers for their first meeting with you or visit to your business?
8 Content Development Questions Who will develop content? Who is already answering customer questions? What skill sets do your employees have? What training do they require? Will your business model require financial rewards for SME’s? How will you stay up-to-date on industry topics? What industry associations are important for you business? Are there any personal connections that will help your business? Where are your customers (each segment) online/offline? Facebook, Twitter, Youtube, Linkedin, MySpace, etc? Are they attending events online/offline? What type of content is preferred by customers? Do they watch a lot of video? Prefer to read research / case studies? Want quick tips & advice from a pro? What “tone” should the content have - should it be humorous, scholarly, casual, brief advice or well-thought out? Employee-driven content: How will you reward employees? What level of public exposure are they comfortable with? Will their content require editing, legal review, external help (video)? Do they know how to get something posted?