Tania Venn, director of PR at 1-800-GOT-JUNK?
—the world's largest full-service professional junk removal company—oversees a team that creates content for customers who may not think they need a junk removal service.
"Once they hear about what junk removal could do for them and how it could impact their lives, they become interested in our service," Venn says.
As Venn and her colleagues create content for the company's blog, Not Another Junky Blog, they focus on what information would be valuable for buyers. They then use the company's Facebook page and Twitter feed to let followers know about new posts.
Making junk interesting
I hear from marketers all the time who say, "My business is boring. Nobody cares about what we do, so how can I create content?"
Venn's example shows how you can make any market or company interesting. We're talking about junk removal here, people!
"We think about what's relevant," Venn says. "That could be tips and suggestions for people on getting their space back. It could be about de-cluttering and how to do a garage sale. We also focus on environmental sustainability, what happens to the stuff we haul away and creative ways to reuse junk."
There is a counter on the 1-800-GOT-JUNK? website that shows the number of pounds of trash the company has saved from landfills. At press time, the ticker read 2.268643 billion pounds.
Venn and her team also create content that's timely.
"With the holidays coming up we'll post about making space to have your in-laws over and making room for new things you might get as gifts," Venn says. "And with New Years, everyone has resolutions. We know that the top ten New Year's resolutions include 'getting organized' and 'simplifying'. We also look at what's trending. For example, there is a trend called trashion, when people make fashion out of trash, so we'll write about that."
Writing for buyers
Unlike blogs that turn into a bunch of advertising messages, Not Another Junky Blog focuses on real problems people have with junk in their homes.
"We know there's an emotional component to getting rid of the stuff that you have," Venn says. "Our customers have an emotional release and an amazing magical feeling of 'that crap is not there anymore' when their junk is taken away. They don't realize until it's gone how good it feels. We hear it time and time and time again from our customers. So we build that into our blog because it answers what customers are looking for."
1-800-GOT-JUNK? is a franchise model, so the content the team creates also appeals to franchisees who can learn about clever ways to market in their local areas.
When you focus on buyers' problems as you create content, you'll frequently write about something that doesn't have anything to do with what your organization actually does. This is true at 1-800-GOT-JUNK?.
"We might talk about how to set up your own garage sale," Venn says. "That wouldn't get us business necessarily, but we've got the experience and we can share that with people. We know that readers may not be able to afford our service right now, but some day they will be able to. They'll have learned something from us that can help them out, something that can help them get rid of some of their junk, but they can do it themselves."
1-800-Got-Junk? doesn't just measure the billions of pounds of junk it saves from landfills. Venn knows the content she and her team publish on the blog and share on Facebook and Twitter is working because she uses analytics to measure content success.
"I look at how many people view our blog on a daily basis and a weekly basis," she says. She also pays attention to any content that becomes particularly popular with readers. "We've learned that we need to create content in order to be recognized on the Web. It's a way of engaging with customers. It's a great way to get information directly to who you want to reach rather than going through the media."
If 1-800-GOT-JUNK? can make junk interesting, there's no excuse for you to not make your company interesting, too!
A version of this article first appeared on David Meerman Scott's WebInkNow.com.