If you're answering the same questions again and again, your customers are telling you what they want to know.
One of the questions I get from video customers is 'What should I talk about in my video?' The answer, of course, is 'Whatever your customers want to know about.'
The whole point of content, after all, is to engage an audience. In order to do that, every post should either inform, entertain, or inspire.
And there's no easier way to inform than to answer questions already on people's minds.
Start With Customer Questions
A great example of this is the social media campaign I shot last year for Atlanta Decking and Fence Company. The owner of the company, Dave Tibbetts, answered all sorts of customer questions, like "Why Do You Use Screws Instead of Nails?" and "How Do You Build a Deck on Hilly Land?"
Dave had answered all of these questions many times before, so there was no need for writing scripts or a lot of pre-planning.
Dave was able to wing it, covering most of the topics in just one or two takes.
No surprise. Dave knows his stuff.
Create a Content Strategy
Customer questions are a great way to generate topics for video posts. The next step is to organize those ideas into a content marketing strategy.
This involves dividing the ideas into groups, called "Topic Clusters," and creating related web pages that link to each other. It's a proven technique for increasing SEO performance.
According to Coschedule, Topic Clusters are built around a broad topic, known as pillar content, that links to multiple related pages.
Using Atlanta Decking as an example, the pillar content might be a post about building decks, but then related posts could focus on deck design, types of exotic wood, the building process, and more.
This technique should result in better search engine rankings and SEO performance.
Thanks again to Atlanta Decking and Fence Company for the awesome social media project, as well as to their marketing partner, Sandy Barth at High Profile Group.