Creating content that builds community

Companies are increasingly finding that relevant, influential, and engaging content has the power to foster a loyal customer community. By taking a strategic approach to content development, companies can bring people with common interests together in one space to share stories and ideas related to their product and industry.

A successful content strategy will use distinct types of content to connect with customers, leverage community influencers for outreach and publicity, engage users through an interactive blog, and learn from the successful community-building efforts of partners and competitors.

John Jantsch, author of “The Commitment Engine – Making Work Worth It,” explains that individual pieces of content must combine to form a cohesive total body of work, designed to serve your business community over time.

Jantsch identifies five primary types of content:
  • Trust Building
  • Educational
  • Community contributed
  • Filtered
  • Conversion
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