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CONT I NU E S ON PAGE 47

e all know that social media and sharing

informative content with our respective client

base is imperative in today’s business climate.

When people ask about content marketing they are

always afraid that they will be sharing too much informa-

tion or they will be giving away the recipe to the secret

sauce. In the world of marketing, there is no such thing as

“too much information.” In fact, the more (useful) informa-

tion you share; the better. The key to sharing information

is to touch upon the client’s concerns, needs and attitudes.

However, such information can also be utilized in an edu-

cational manor. Educating your client base, teaching them

something about your business that they can take away

with them and feel as though they have something more to

CREATE ENGAGING CONTENT

By Jessica Vail,

Director — Marketing & Business Development,

The Falcon Group

contribute to the world, is the most satisfying way to share

content.

What should you write about?

Think about why your company provides rather than what

they provide. Too often, we get in the habit of rattling off

every capability instead of sharing the end-user benefits of

that particular service. Always think in the mindset of your

client. What are they looking for? What would they find

interesting? What can we teach our client?

Watch the news!

Has there been a recent story or hot button happening

that pertains to your specific industry? Do a little research