Helpful content (also known as customer help content) plays a very important role when it comes to marketing your business. This type of content consists of providing useful, relevant content to your audience and also enables you to create a more positive customer experience. For instance, if you have a particular product or service that is difficult to use or understand, customer help content can clarify how to use this product or service, thus encouraging the customer to make a purchase.

Listed below are 4 types of content you need to be creating:

  1. Written content

Written helpful content forms the backbone of your customer support as it is easy to access and share. Once written, it can be quickly published on the news or blog section of your website and updated as needed.

If your customer needs help with a specific area of your business, they can simply perform a search on your website and the relevant content will show up. If your content is appropriately optimised, they can even perform a search on Google and your content will show up in their results.

Remember to include a simple call-to-action such as a contact form or telephone number, to continue the customer support experience. Though the customer may be satisfied with the written content they have read, they may still wish to speak to a member of your team.


  1. Videos, webinars and demonstrations

Video is a powerful and immensely popular communication medium. More and more businesses are using video to create helpful content that supports your customers in a visual way. Video is a highly effective means of communication that maintains viewer attention and answers a question with ease. Ensure that your videos are not too long in duration as people tend to switch off after 30 – 45 seconds of viewing (see here for more information about video lengths).

  1. FAQs & Glossaries

You may wish to include an FAQ or glossary section on your website, particularly when the same questions have been asked over and over again. You can link your glossary or FAQ to your social media pages for greater exposure, and update it as necessary. This is typically the first thing a customer will check before making a phone call or sending an email.

  1. Social Help

Finally, it’s obvious that social media plays a very important role in marketing a business, and countless individuals turn to social media to voice their questions, concerns or queries about a brand. Ensure that you have a qualified social media administrator in charge of your social pages and to be on hand for any questions asked in a professional, accurate and helpful way. This is also great for building stronger brand awareness and brand loyalty.

As you can see there are plenty of ways to create useful content designed to help current and potential clients! What’s your go-to when it comes to content? Let us know in the comments section below!