Resonating With Customers Through Content

2021-10-19 by Ronn Torossian

It takes a special set of skills to create a company’s marketing efforts in a way that positions the business as an industry leader and builds trust with customers while avoiding making things sound like a simple sales pitch. Most of the time, a company’s blog is one of the flagships of a promotional effort and is the fifth most trusted source of information for consumers. That means through blog posts, companies can influence potential leads to make a purchase without directly convincing them that they need a product or a service.

When creating blog posts, companies should inform the readers about the problems that the business can solve with its solutions, while also creating authentic stories and narratives around those solutions. This way, companies can provide the readers with valuable content without going overboard and solely selling to the audience.

Engaging and Valuable Content

One of the ways that companies can create content that resonates with customers is to create content that the customers want to read in the first place. The way to go about that is to first figure out what the customers want, what they frequently engage with, and how they’re talking. This information is generally gathered by analyzing social media conversations and search trends, which can guide the business in creating  content that resonates with customers and isn’t all about promotion or sales.

Thought Leadership

A great benefit of consistent blogging from businesses is that it helps companies establish themselves as thought leaders in the market and as experts in their industry. This is a very effective content marketing approach as it’s not blatantly promoting the company. Instead, this approach focuses on the expertise of the business on certain topics and trending news stories, and offers readers insights that can develop into engaging discussions. When a company is able to do this effectively, it’s able to build trust in the business as well as with its products or services , instead of solely relying on sales efforts.

Content and Branding

Many times, when consumers are looking for content, it’s because they have a question that needs an answer. Since that’s not a time when they’re focused on making a purchase, they’re not looking for any sales pitches. When a business is an expert in its field, it can offer answers to some of the questions that consumers are asking , which will make the company more memorable and trustworthy in the future. Then, when the time comes that that customer is looking to make a purchase, they’ll immediately know to turn to the company that provided answers to their questions.

Trending Topics

Finally, most people tend to be focused on their everyday lives and responsibilities, which means they don’t have a lot of time to think about what’s going to happen in the future. However, companies that are able to create that type of content and talk  about industry trends and how they can impact target audiences are going to get plenty of attention from potential consumers. That’s because instead of wondering, the consumers immediately get answers and explanations.

Ronn Torossian is CEO of 5WPR.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities