Paying It Forward For Good Content Karma

A week or two after Christmas, you’ve overcome the learning curve on all your new gadgets, had a chance to wear the newest additions to your wardrobe, taken your new appliances for a test drive and drained your gift cards buying the things you didn’t find under the tree. Out of all your Christmas swag, which products stand out the most? Which ones met or exceeded your expectations? Would you go so far to say any of your gifts delighted you?

The perfect item for alien-squid-hunting practice. Its gratifying and satisfying squeak let me know immediately that I’m using the proper technique. It is the last planet-protection training implement I will ever need. Five stars!

If so, then someone has done her job well. Not only has the manufacturer or service provider created a product that meets the needs of its target audience, but the marketer has successfully ensured that the product or service entered the lives of the people it was intended for. And that deserves a round of applause, doesn’t it?

Keep the joy going by paying it forward: Write a review of the item, but do more than just fill in a star count and type some nonspecific superlatives, as you are so often prompted to do by automated customer satisfaction surveys. Take the time to really detail your entire experience. If you truly believe others should purchase and use the product or hire the service provider, make sure the readers understand why you feel this way by the end of your review.

Tell your story

Most reviews dive right into the hard facts: what did or did not meet expectations. But, as the Buying Decision Process Model explains, there’s a lot more that goes into a delighted customer. Answering the following questions will unearth the real reasons you love your new toy.

• Problem/need recognition: When did you realize you had a problem that needed solved? How did you recognize that you desired the product or service?


• Information search: What kind of research did you conduct? Did a particular feature speak to you? How did you find out about the product or service? Did you read a lot of reviews?


• Evaluation of alternatives: Did you try other solutions before finally finding this one? Did someone refer you?


• Purchase decision: What ultimately caused you to make the decision you made? What was the buying experience like?


• Post-purchase behavior: Were your expectations met or exceeded? How? Did you receive the post-purchase customer support you desired? Would you recommend this company to your friends?

How it helps

When a review exceeds a couple hundred words, it’s ripe, low-hanging blog post fruit. The manufacturer, retailer, or service provider would be foolish not to want your content posted on their website.

If the company that delighted you doesn’t have a blog, shame on them! But don’t fret; there’s still a home out there for your written evaluation. Consider teaming up with a high-profile blogger who frequently publishes product reviews; pitch it to him as a guest post.

It’s a win-win for everyone for a multitude of reasons:

• It’s fresh content that someone else (product manager, blog owner, content marketer) won’t have to write themselves


• If it’s edited properly, it’ll have SEO value that further ensures more people will find solutions to their future problems.


• You become a brand advocate, which means peers will respect and seek out your opinion, especially as it pertains to the niche community that the company you’re reviewing serves.


• If you truly tell your story (rather than just posting a short, generic review), it may address a serious and legitimate concern surrounding the product or service that can’t be answered with a simple yes or no. (Is this really worth the money? How long will this feature work before it breaks? Does it really work as it’s depicted?)

Remember: When information comes from a third party, it is automatically more trustworthy and valuable to the consumer than content from the people trying to sell you the product.

It’s worth noting that the benefits of detailed reviews apply to business-to-business marketers, too. If a guest blog post review on the company website isn’t appropriate, share your opinions through regular, active commenting on their content feed.

In the end — whether you’re a manufacturer, a retailer, a marketer or a blogger — the goal is help someone in need. As the proud new owner of [insert your favorite Christmas gift here], you have valuable information that can help someone evaluate whether it could do the same good for them. Take the time to share your expertise and hope that “good, free content” karma will come back around.

via Business 2 Community http://www.business2community.com/content-marketing/paying-forward-good-content-karma-0728194?utm_source=rss&utm_medium=rss&utm_campaign=paying-forward-good-content-karma