Content and the Client – How do you treat your mother?

content marketingThis post is part of the Content and the Client series, exploring the ways that content can help build a better client relationship, using a dating analogy to demonstrate the importance of staying in touch.

“You can tell a lot about a guy by the way he treats his mother.”  This was advice I received from my cousin when I was 11 years old.  She (and everyone else who has said this) was, of course, spot-on, but not just about my personal life.

Rather, it rings true for the same reason the Golden Rule and the Forbes quote below does – you can get a glimpse of the way someone (or a business) will treat you by observing how they treat others.

“You can easily judge the character of a man by how he treats those who can do nothing for him” – Malcolm Forbes

Applying that to the business relationship, you can learn a lot about a business by how they treat the people closest to them – their clients, employees and partners.

What does this have to do with content marketing?  Well, content is the perfect way to allow prospects a glimpse into your relationship with those closest to you.

One type of content to use is online reviews.  72% of consumers said they trust online reviews as much as personal recommendations, while 52% said that positive online reviews make them more likely to use a local business (source: Local Consumer Review Survey).

Brands should also experiment with customer question and answer pages.  Site visitors who interact with both reviews AND customer questions and answers are 105% more likely to purchase while visiting, and spend 11% more than visitors who don’t interact with UGC. (Bazaarvoice, Conversation Index, Q2 2011).  Tools like Get Satisfaction and Chatter (from SalesForce) can provide a question and answer platform to boost engagement.

Show off your employees.  Studies show that happy employees lead to a better bottom line, with one study shwoing that employee engagement was accompanied by a 12% increase in customer satisfaction and significant double‐digit revenue and margin growth (Serco Study).

The reason for this correlation between happy employees and satisfied customers hasn’t been fully explored but it would stand to reason that if happy employees related to happy customers, you should give your employees a chance to show off.  Internal content like videos and photos of your company culture can give your clients a peek behind the curtain.

The bottom line remains the same – being transparent through your content marketing will allow prospects and clients alike to see how you treat others, and encourage them to do business with your organization.

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