Their Words to Your Words: Connect the Dots with Content

Today I’m talking about what you know, what your customers know, and connecting the dots.

Here at Avalanche, we get to work with a lot of great clients.

In fact, our SEO Manager, Jennifer, and I were able to get out and visit a few local clients while she was in Grand Rapids last week (she lives in Florida and yes, the rest of the team is jealous of that 6 months out of the year).

While we were out visiting, we noticed a theme.

Our clients know their stuff.

We visited experts in modular homes, roofing and remodeling, and material placement.

They have some industry knowledge and language that goes way beyond what Jennifer and I know and understand today (and our team works with them regularly!)

• What is that?
• Can you tell more about that?
• I don’t get it, what if…?

These are questions we asked, simply by talking to them about their products, services, and customers.

Because you have industry experience and expertise, it’s so easy to misunderstand what is and is not common knowledge. In fact, you often just have no idea at all.

And let’s be honest, “common knowledge” has a lot of problems with it. It’s far too assumptive. So let’s throw that right out the window…

That’s where good content can solve A LOT of your problems.

Good content can be organized and communicated in a way that takes what your customer knows and understands and leads them to what you know and understand.

That helps:

• Improve communication between your employees and customers.
• You sell more things because you’re helping to educate first.
• You attract more customers from search engines and other channels.
• You establish yourself as a true expert (one who teaches and leads).

Our Recommendation: Work With A Future Expert

What is a future expert?

In our case, it’s a team of talented search engine optimizers and content writers that can explore and design a strategy based on their current understanding of a topic.

Someone who thinks like your customer first but wants to leverage content to educate your customer to the point that they realize your solution can alleviate their pain.

A future expert doesn’t understand it all like you do today, but that’s a good thing.

As they become an expert, they’ll share that learning journey with your audience, and it will benefit your business.