CAI-NJ Dec.2017_1

CREATE ENGAGING CONTENT

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By Jessica Vail, Director — Marketing & Business Development, The Falcon Group

W 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

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

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