Of all the content that companies create for marketing, “user stories” confuse the most. The confusion comes from its extremely uneven performance at different marketing functions.
The Josh Gordon Group blog
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Wait a minute! This blog is about the power of content and its ability to persuade. Am I saying that content is no longer King? To that I say both yes and no.
In the sales trade, a salesperson who “shows up and throws up” pushes his agenda at customers with no concern for their needs or pain points. His canned presentation is only about his products and bores customers to tears.
Better salespeople realize that selling is about motivating customers, which rarely happens by just dumping product information on them. These salespeople work to understand the customer’s point of view and to put their product into the context of their customers world. Before talking product they might ask questions to find out...
• What are the problems or pain points unique to the customer?
• How does this customer fit into his or her competitive market?
• Are there technical, regulatory, or financial trends that will affect their needs?
• Which applications or best practices might affect this company's purchasing decisions?
Better salespeople focus on solving customer problems first, product information follows. They collect information and advice helpful to the customer not just with a purchase, but in using the product successfully.
Now, let’s get back to your website. Which of these two approaches describe the content on it? Is your content just about your company and products, or do you also have information helpful to solving customer problems?
Someone at Google is mad. Clearly they are tired of being gamed. Their job is to find and prioritize the best content on the web for their users. Their job is NOT to find, and prioritize the best optimized content for users. Google wins when it delivers the best content.