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To put it simply, we create products for our customers, not for ourselves. To create what customers crave, we have to go the extra mile.

Online content is a part of that.

To see the results you want (whether that’s an engaged community, a booked-out client schedule, or a decent deposit in your bank account) you need to figure out exactly what your audience wants.

And I have a couple of top secret hacks to help you create what customers crave…

Ask them

Create a simple Typeform survey, and ask your customers (current and past), your colleagues, your followers, your friends what they would find useful.

Send them a personal invitation mentioning how much you value them, and just how much you would LOVE for them to help you out with a bit of product development. Get specific with your questions.

  • Ask if they prefer video content or podcasts.
  • Ask if they prefer weekly email newsletters or if they’d rather get them monthly.
  • Pitch the products you have planned and gauge feedback.

This is a great opportunity to find out how you’re already helping them (or not) so that that you can tweak your business practices accordingly.

Another place to pick those brains is in your email autoresponder. When someone subscribes to your mailing list, your email service will automatically send out a thank you message. Use that space to ask about your customer’s biggest struggle (that relates to your niche). Before you know it you’ll have a swipe file filled with potential content ideas. Take note of themes that come up again and again, and use that knowledge to develop your strategy.

Read: How to Improve Product Quality with Customer Feedback

Answer them

Hanging out wherever your customers do isn’t stalking, it’s just good business. Make a note of any questions that you can answer, whether that’s in a Facebook group, a Twitter chat, a networking event or even your blog comments. If one person is struggling with something, others will be too.

Really listening, and offering relevant information is a great way to start building long-lasting client relationships.

Knowing what your audience wants from you is the only way to create the content they crave. 

Read: 5 Secrets to Selling Products Online Successfully

A hand holding a yummy foamy drink symbolizes what customers crave for an article from Selz, the ecommerce platform for growing businesses

So you have two simple ways to find out WHAT your content and product development should focus on, but how do you start bringing that to life?

How will you create what customers crave?

Be engaging

Communicating with others through your content is key creating what customers crave, and also vital to getting your stuff shared far and wide.

  • Showcase client success stories on your Facebook page.
  • Re-gram shots of customers using your products on Instagram.
  • Crowdsource a blog post (and let all the contributors know they’ve been featured).
  • Invite a trusted colleague to co-host a blab session.

Read: How to Promote a Product in 10 Different Ways

Be visual

Visual content is an important way to boost interaction and make an impact (and ever-decreasing attention spans make that a must). By using a free tool like Gimp, you can easily create what customers crave – attractive on-brand graphics to incorporate into your content marketing. Videos are also a great way to create engaging content, and this article features some great free editing tools.

Read: How To Drive Traffic To Your Online Store: The Ultimate Guide

Be you

Showing up with integrity is what makes a growing business stand out.

Your customers are interested in your content because of the unique knowledge, experience, and outlook. Create what customers crave. Kick off the cookie cutters and use your own language. Include stories from the day-to-day and be honest with your audience. Don’t build up a facade of perfection. People respond to other people, so be yourself. 

The Selz community is full of original thinkers like you. Expand your business with our ecommerce platform today.

About the author

Jo Gifford

A widely read contributor to Huffington Post, Selz, Regus, Prowess, YFS Magazine and many more interwebz rabbit holes, Jo is a respected UK voice on life as a pocket-sized enterprise owner.

Jo’s background – a seasoned blogger, copywriter, podcaster, and graphic designer with an MA and research interest in creative thinking for small business – makes for an eclectic and colourful killer content approach.