The Value of Value Added Content

Sometimes, marketers forget the most important thing consumers are looking for when they purchase a product or service is: Value! Whether you run a donut shop or a digital widget outfit, your customers come to you because they have a need or desire for what you offer. They value your product or service. So here are some basic suggestions to consider that will help you add value:

Infographics – Design a fact sheet containing helpful information pertaining to your industry. Make sure it offers relevant content in an entertaining, or at least attractive way that bullet points just can’t provide. Check out an example from Hotels.com here

Video Demonstrations – Create a video that shows how to properly use your product, or offers insight into your development process. Or consider a video that discusses a topic of interest to your market like Wine Library has done here

White Papers – Write an authoritative, but again, enjoyable to read summary that offers problem-solving hints for consumers – like how to pick the best pet food store. It should not be about selling yourself so much as helping your customers make a better buying decision. Cisco and Microsoft teamed up for this piece here

A Book – Does your company have a massive library of uncollected experiences or product/service information that, if properly presented, would be a big hit with a broad audience? Write a book or an e-book and share your knowledge with the world. It can take a lot of time, but if it’s done right and you hit the market just right, it could be big hit. At the very least, it will help position your firm as an authority on the subject.

Ideas like these are about encouraging consumers to talk about your product or service, creating more brand ambassadors. By providing value added content or experiences, your customers will not just feel good about being your customer; they’ll want to share their brand experience with others.

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Wayne S. Roberts

The Globe and Mail calls Wayne S. Roberts "an ad industry provocateur." Maybe its because he's never seen the point of playing by the ad game rules that place awards above results, while offering spec work instead of real value to win accounts. Throughout his career, Wayne has maintained a defiantly independent streak characterized by his insistence that agencies must be honest, direct and passionately invested in their clients' success. His pioneering work in espousing the brand community perspective has been a touchstone of his belief that branding is more than just logos, websites and ad campaigns; it is the fundamental way human beings connect with each other to create communities and launch movements that have changed our world.

Wayne S. Roberts has 49 posts and counting. See all posts by Wayne S. Roberts

Wayne S. Roberts