Content Marketing: Products vs. Services

Content Marketing Products vs. Services (& Whether you're selling products, services or both, content is one of the most powerful tools in your online marketing arsenal. However, there are differences in marketing the two and you need to keep that in mind when creating content. Primary Goals of Your Content Benefits Trust Trust Benefits With a product, it all comes down to how it will help a customer reach a goal (e.g. solve a problem, get something done, feel happy and/or special). With a service, it all comes down to how much a customer can trust that you will competently provide the service they need within the agreed-upon time. First Question to Answer How? Why? How will this product help me Why should I trust you enough reach a goal by solving my to select your business to problem, enabling me to get deliver the service I need? something done or make me feel happy and/or special? Example Content Topics Insights into the services you How to use the Thought Leadership How-To product - great for videos, manuals and online suport. provide - how to do them better, faster and cheaper. Review and Compare Happenings and changes that affect your Unbiased look Current Events at similar products - help folks reach the best services - show buying decision. you're up to speed. Product How you got here - a great way How the product Story/ History Personal Story came to be- to establish this lets you talk about the problems credentials and it solves (benefits). build trust. Be more helpful Tips, Tricks and Ideas All the ways the product can be recommend Recommend complementary products and used - increases the perceived value of product. services. Help remove the Help remove the Answer Questions Answer barriers to a barriers to a sale Questions - another great way to establish your sale - reassure shoppers that this is what they need. expertise. Tease your Help folks Sneak Peek understand your( Explanation/ readers - build excitement for service - establish Definition new features and expertise and get rid products. of barriers to sale. How have your services helped How has your Customer Story product helped others - in-depth Client Case Study others - in-depth customer stories client stories about about the product. your services. More customer More client Customer Testimonial Client Testimonial benefit stories - benefit stories - short text quotes short text quotes and photos/videos using your product. and client interviews (video works great!). For even more tips, visit: http://bit.ly/14VZrIO (link is case-sensitive) Copyright ©2013 Matt About Business, LLC. All rights reserved. Content Marketing Products vs. Services (& Whether you're selling products, services or both, content is one of the most powerful tools in your online marketing arsenal. However, there are differences in marketing the two and you need to keep that in mind when creating content. Primary Goals of Your Content Benefits Trust Trust Benefits With a product, it all comes down to how it will help a customer reach a goal (e.g. solve a problem, get something done, feel happy and/or special). With a service, it all comes down to how much a customer can trust that you will competently provide the service they need within the agreed-upon time. First Question to Answer How? Why? How will this product help me Why should I trust you enough reach a goal by solving my to select your business to problem, enabling me to get deliver the service I need? something done or make me feel happy and/or special? Example Content Topics Insights into the services you How to use the Thought Leadership How-To product - great for videos, manuals and online suport. provide - how to do them better, faster and cheaper. Review and Compare Happenings and changes that affect your Unbiased look Current Events at similar products - help folks reach the best services - show buying decision. you're up to speed. Product How you got here - a great way How the product Story/ History Personal Story came to be- to establish this lets you talk about the problems credentials and it solves (benefits). build trust. Be more helpful Tips, Tricks and Ideas All the ways the product can be recommend Recommend complementary products and used - increases the perceived value of product. services. Help remove the Help remove the Answer Questions Answer barriers to a barriers to a sale Questions - another great way to establish your sale - reassure shoppers that this is what they need. expertise. Tease your Help folks Sneak Peek understand your( Explanation/ readers - build excitement for service - establish Definition new features and expertise and get rid products. of barriers to sale. How have your services helped How has your Customer Story product helped others - in-depth Client Case Study others - in-depth customer stories client stories about about the product. your services. More customer More client Customer Testimonial Client Testimonial benefit stories - benefit stories - short text quotes short text quotes and photos/videos using your product. and client interviews (video works great!). For even more tips, visit: http://bit.ly/14VZrIO (link is case-sensitive) Copyright ©2013 Matt About Business, LLC. All rights reserved.