I often work with companies who love the idea of blogging etc However, they don't think they have a sexy product. For me, it is not the product or service it is the story. For instance I was working with a financial services company. The product was not interesting in itself but the stories from the customers were amazing.
Their service included health care provisions - so we built the blog and podcast around health concerns, stories of recoveries, stories of how people have coped with grief, stories of how to cope with terminal illness.
The stories are emotional, the stories are personal. Does it sell the product - no, not directly. Does it show that the company understands what difficulties their consumers are faced with - yes. Does it provide help - yes.
Has it improved brand awareness - yes by 5%pts!
I like to think about what is the story, what are the difficulties faced by your consumers? Then show your understand them by sharing tips and solutions. So much better (and interesting!) than selling products.
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