I was thinking about these terms transparency, clarity and credibility. Does your consumers even know you or all your products? What do people think today about certain organizations, company products or services? Do you even know what your own colleagues and peers perceive about you or products or services? the value? the credibility? How about associated industries?
How do you find out about a company? How do you find out about their services? How do you find out about their products? How do you find out about their follow-up? One way is peers, family members, industry partners, the internet and the use of social media sites. This has given the consumer, and potential employee the edge and a weapon.
Three ways you can get started: Survey who are your clients by reviewing your website and social media platforms with analytics that are available. Put on the reality glasses and view as if you were a client and see if what you offer gives people a reason to engage with you.Have an independent consultant ask the questions for you or do some Intel on this to make sure positive perception and reality align itself.
Then what? Culture, product, and/or strategy changes, and better alignment with solutions and more. What should content be stating? Think about what you would want perception and reality to be in the public sphere. Think value added to that consumer, service above expectations, the ability to reach out and verify your content credibility, guarantees, major differentials, ability to connect with the right person within the company, and easy access(don’t make me search on a social media platform to find how to follow-up or get info). Testimonials, product information, and relevant resources and content. For example, if it’s a mattress topper discuss mattress talk about reviews, give resources links about how to set up a good bedroom atmosphere, resources on how to get good sleep. Resources, blogs and discussion(even tweet chats) to give that product more of a visual and engaging perception. Making it real and relatable. Product and content collaboration can lead to better engagement of your market and its consumers.