CMOs: Are you using those user’s manuals, FAQs, product how-to videos, webinars, infographics, diagrams, blog posts, email campaigns, and white papers to improve your search engine rankings and drive new sales by engaging your customers with useable content?
Your Existing Custom Content Has Untapped ROI Potential
Most companies have existing content that helps customer learn how to use or enjoy the products or services they sell. This mountain of content represents an often untapped treasure trove of useful, engaging content that improves the customer experience but is often buried in the depths of lost PDFs, user manuals, and outdated customer updates.
Steptap represents an opportunity to leverage your existing content as part of your online content marketing and SEO strategy.
Business marketers can easily turn existing content into useful how-to information that satisfies consumer searches for solutions. Savvy businesses are using Steptap to produce how-to instructions in two basic formats:
Direct Instructions: if you have a product that requires instructions, Steptap is a great platform to develop, maintain, and distribute instructions that your customers need to use your product. For instance, instructions on how to program a new garage door remote.
Instructions that are created and posted in Steptap can be shared and distributed in a wide variety of social and online platforms. And while this sometimes represents a challenge for management and future edits, Steptap offers the ability of central management and control, so that no matter how far and wide your instructions have been shared, there is only one place to make updates to ensure everything is current.
Indirect Instructions: if you have a product that is used to perform a secondary task (such as using a shovel to dig a hole), describe how to “dig the hole” to help your customers learn more about how your widget can be used. This is a great opportunity to pitch your product as the solution to a customer need: “How do I dig a hole?”
Customers are always seeking answers to project-based questions; “How do I create a podcast?”, “How do I make chocolate chip cookies?”, “How do I fix a broken sprinkler head?”
These kinds of customer questions can be answered with expert step-by-step instructions and links to the products or services that can make them possible.
How-to content is one of the most effective kinds of marketing content because it gets you in front of customers with your solution when they are looking for it. Many of the answers to customer questions are already created in your product manuals and user guides, but are locked up out of reach of your potential customers.
“Search engines love quality content, and creating it is
the most effective SEO tactic.” –ascend2.com/Benchmark Summary Report
You’ve done the heavy lifting – the content has been created. And it probably wasn’t cheap. Take advantage of what you already have by turning into useful content in a hot new social sharing platform; Steptap.
Time and Money: Save Both
“It would be great if a repurposing strategy could help people move beyond SEO. If you’re doing a really good job on your site and online in general – if you’re answering questions that people are genuinely asking – you’re positioning yourself to stand out in search. And repurposing content into different formats to supply the answers in a way that will best engage different users just increases your chances of success.” –brafton.com/Repurposing Your Content
Steptap provides the perfect platform for businesses to create, share, and manage useful content that customers are looking for.
Starting on Steptap is free. Business users can pay just a little to upgrade to a Premium or Corporate account that enables additional branding and SEO options for each “steplist”. Steplists are posted live to the web and become available to share, index and post wherever your customers are looking.
Visit http://steptap.com today and start your free account. Have a look around and see the many ways we can help you teach customers how to use and enjoy your products.