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Customer-Sourced Content: Turning Conversations into Customers

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Customer-Sourced Content: Turning Conversations into Customers

  1. 1. Customer-Sourced Content: How to Turn Customer Conversations Into More Customers Linda Dessau Business Blogging Specialist Content Mastery Guide
  2. 2. Today You Will Learn •  How to create a steady stream of customer- focused content
  3. 3. Founded Content Mastery Guide July 2005 Blog posts featured at: SteamFeed, Business2Community, 12 Most, Ragan.com, Social Media Today, and other sites Services: Blog ghostwriting and blog management Book ghostwriting and editing (non-fiction) About Linda Dessau
  4. 4. Agenda •  How and where to listen for questions •  One question = blog, social media, newsletters, products and services •  B2B and B2C customer-sourced content examples
  5. 5. Customer Questions Are Everywhere Conversations you’re having “Is there anything else you were wondering about?”
  6. 6. Customer Questions Are Everywhere Conversations you’re listening to/watching •  Web news and trends •  Social media •  Polls and surveys •  Contact forms •  Autoresponders
  7. 7. Customer-Sourced Content – Options “How to” blog posts à Newsletter à E-book Slideshow presentation/Slideshare à Video/YouTube Social media à Questions/discussion à Blog post Expert interview à Audio/video à Text Demo video à Blog post Question/problem à Solution/service/product
  8. 8. B2C Example
  9. 9. B2B Example Cisco Small Business blog
  10. 10. Move The Needle
  11. 11. Move The Needle “What is one question you would like me to answer about _______ [your topic] in an upcoming blog post?” Move the Needle
  12. 12. 1.  Invite questions and make space 2.  Use online listening tools 3.  Use polls, surveys, contact forms and email 4.  Use multiple formats 5.  Re-use content in different places Key Takeaways
  13. 13. Connect With Me linda@contentmasteryguide.com @lindadessau www.ContentMasteryGuide.com
  14. 14. www.onlinemarketinginstitute.org Thank You! Learn more at

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