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Blogs, newsletters, and other types of content are fundamental word of mouth tools. The problem: What the heck do you write about? It’s an obstacle everyone faces, but you probably have a lot more to write about than you think.

Here are eight places to start creating content worth sharing:

1. Your customers
2. Your staff
3. How it’s made
4. How to make it
5. Local interests
6. Your history
7. Your big fans
8. Results

1. Your customers

This is a word of mouth basic: When you put the spotlight on your customers, you make them feel appreciated and special. But you don’t have to take the time to know each of your customers’ life stories. Bella’s House and Pet Sitting did it with a few short paragraphs about clients they appreciate for doing stuff like booking in advance, leaving detailed instructions, or just being polite.

2. Your staff

Your employees are a great source for interesting content. People like hearing about the human side of your business. It’s relatable, remarkable, and (if you have fantastic employees) it shows off the great people behind your stuff. The folks at Brains on Fire are pros at this. In this post, one writer simply shared which unique trait each employee brings to their business.

3. How it’s made

Your stuff has a story worth talking about. Tell your customers about it by showing off your process for making it. Don’t have a physical product? Talk about how your employees train to provide services, what books you read, or how you work. These inside stories give your customers more to talk about and help them feel more connected to your stuff.

4. How to make it

Amazing things happen when you teach your customers how to make something: They’re more excited about your stuff, they feel a deeper connection with your company, and they have something in their hands to show their friends. Home improvement stores have plenty of opportunities to showcase stuff like this, but they’re not the only ones. RadioShack shares a DIY project every month in Wired. Their interesting, useful ideas are much more exciting than just another ad.

5. Local interests

Do you know what’s going on where your customers live? Getting in touch with your community can help you write about what’s on your customers’ minds. Plus, the more you can tap into a feeling of community, the more you create a sense of belonging. Yelp features popular local businesses in their weekly newsletters, like a list of the best places to get cookies in Memphis or a list of good Pho restaurants in Seattle.

6. Your history

Every company has a history. Don’t worry — you don’t have to have a famous founder like GE or a classic underdog story like Apple to have an interesting one. How did your company start? Write it down. Ask other employees about it. Talk about what was going on in the community. Tell personal stories and share photos of your first store — the more details, the better. Why? This gives your customers an inside story to talk about, which makes them look smart and in-the-know (a classic word of mouth motivator).

7. Your big fans

Your biggest fans wear your logo, they defend your products, and they’re loyal customers. They’d love a little recognition. Sending a simple shout out to your fans is a big deal — it makes them feel special, and it forms a tighter bond with them. Honda did it with an entire social media campaign dedicated to showing love back to their extreme fans. Their employees returned their fans’ enthusiasm by doing stuff like wearing T-shirts with the customer’s name on them and mowing a fan’s name into the grass.

8. Results

The end of a campaign shouldn’t be the end of a word of mouth conversation. Give your customers more to talk about by showing them the results of your marketing or sharing an update on stuff you’ve talked about in the past. For example, Springwise brought back some of their best content by giving an update on companies and start-ups their blog featured in years past.

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Comments

  1. Bella

    Hey! Thanks so much for the mention :)

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