Action content consists of articles that help your ideal client understand what they can expect when they work with you. It guides them through your processes and stops them from becoming confused about what’s required from them at any point. It gives them articles to refer back to, and at every stage ensures they’re prepared for what’s coming next.
You probably have a standard process that you go through with new clients – but how do you communicate it with them? You might have pre-written emails, or explain it over the phone, but there are benefits to publishing it publicly. Writing it as an article means clients feel comfortable with the process before they’ve even spoken to you.
Who is action content for?
Action content is created with your existing clients in mind, but it’s also a time saver for you and your team. No more writing out the same explanation on a daily basis! Action content can also act like attraction content for your prospects, as it shows them what it would be like to work with you, without them needing to ask.
When to use action content
Your action content articles should be accessible to all your site visitors, but it’s most important to share the links in a timely manner when you sign up a new customer. You can send them links to your action content when they reach each stage. This will give them a solid idea of what to expect, in a document they can refer back to.
Ready to write some action content? Here are some questions to ask yourself in order to get the ball rolling:
- Are there consistent processes in my business?
- What do customers need to do in order to make my job easy?
- Do I have to explain anything regularly?
- Is there a set timeline for my service?
Examples of action content
Here’s an example of a WordHound action article:
You could share your action content using an email like this one:
Hi {Prospect}
Great news, your {Step one} is in progress and will be complete on {Date}. The next step will be {Step two} and there are a few things we’ll need from you. To help you get prepared, here’s an article from our blog that explains more:
If you need any support at this stage, please give us a call.
Action content is a powerful tool for your business, giving you the chance to cement your processes, save time, and bring clarity to your customers. If you’d like to discuss how you can include action content to improve your customer experience, book a call here. You’ll wonder how you ever managed without it!
