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Great Content = Ordinary Products That Do Great Things

Great Content = Ordinary Products That Do Great Things

These days content and social media managers are a dime a dozen. The challenge is finding one that can not only do the job but bring a unique perspective that helps elevate the content from ordinary to extraordinary.

I’ll give you an example…the following is what I consider a fairly bland, ordinary, check-the-box Facebook update: {PRODUCT} is special. Learn more here about {FEATURE}: {LINK}

Sure, it communicates what the client wants it to communicate but does it really engage with the client/customer? Not really.

Great content, when it comes down to it, is a function of one thing: not just talking about a great product, but a product that does great things.

Take, for instance, my former client Porsche.

Screen Shot 2013-05-21 at 6.25.36 AM

The product is so sexy, such an amazing machine that the team essentially could just post photos all day with no text and beat out most other pages in engagement. As it stands, though, they have a great social team and I had to hunt long and hard to find a post that even resembled a basic one like that.

Your product might not be as sophisticated or as aspirational as a Porsche but damn, what if you thought it performed just as well? What if you talked about what the product could do rather than just its features?

Let’s take an appliance brand, shall we? There’s nothing blander than selling blenders, right? Well, apparently Frigidare proves us wrong:

Screen Shot 2013-05-21 at 6.30.13 AM

What did they do? They talked about the results, not the product itself. Getting the customer to imagine their life with a product or service has always been a staple of great salesman.

What we have to do, as content marketers, is pull our heads out of our asses and think about the great things our products can do. Sure, the examples I gave were quite basic Facebook posts but you can extrapolate that same concept to almost anything.

White Papers, Presentations, Tweets – they can all start down the road to amazing results by asking how does the product do great things.

Next time you’re asked to hire a community manager or even write content yourself ask what great things your product can do and then see what content comes of it.  I’ll guarantee you its going to be better than you think.

Try it and tell me how it goes.

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