Consider Content Marketing for Your Answering Service
Provide Valuable Information Your Clients and Prospects Will Appreciate
By Peter Lyle DeHaan, PhD
In past columns, we looked at how to make your answering service website stand out and the main pages every site should have. Now let’s switch our focus to content. You know what to put on your homepage, services, get started, about us, and contact us pages. But what if you want to incorporate a blog on your website?
Coming up with good, fresh content on a regular basis is a challenge for TAS owners and managers who are already too busy. So if you’re going to make it a priority, you want to make it count. Avoid blogging about random topics that don’t provide value to your readers. You want to post what matters. This means content marketing.
What Is Content Marketing? Content marketing is providing information that your audience will appreciate, find useful, and see as beneficial. It is not advertising. And it is not the place for self-promotion. Also, your content marketing piece will seldom end with a direct call to action.
Though this will frustrate advertise-focused people, the goal of content marketing is to provide value to readers. In doing so you establish yourself or company as a credible source a practical content they’ll want to read month after month.
Find a Theme: To guide your writing and direct your vision, you need a theme for your blog. That way your audience will know what to expect, and you’ll meet their expectations every time. What should your theme be? That’s a great question.
What are you and your team knowledgeable about? This is an ideal place to start. There are two general areas to consider: answering service content and client-focused content.
Answering Service Content: For content marketing focused on the answering service industry, you’ll certainly be writing about what you know: answering services. Just remember this is not a place to promote your business. This is a place to provide intelligent and actionable content that will help clients better use their answering service and prospects better understand how to select one.
When you do this honestly, you help everyone who uses, or may use, an answering service, even if it’s not yours. But if this is the case, don’t despair. Your excellent posts about the industry positions you as a go-to expert. And eventually they’re bound to go to you.
Client-Focused Content: You can also do content marketing around the topic that’s of interest to your clients or a large group of your clients. Think of this as a value-added service. If you are a medical answering service, cover topics of interest to healthcare practitioners. If you specialize in the service industry, right about that. If most of your clients are small businesses, provide them with valuable information about running their company.
The Goal: Regardless of the theme you pick, the goal is not to sell your services but to position yourself as a thought leader and earn their trust. Over time, your content marketing pieces will help drive business your way. And even if you have a regular reader who loves what you write but never uses your service, you can take solace in knowing that your words are benefiting the industry as a group.
Everyone wins with content marketing.
Peter Lyle DeHaan, PhD, is the publisher and editor-in-chief of TAS Trader. Check out his latest book, Sticky Customer Service.
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ATSI Recognizes Top Answering Services
The 2019 ATSI Call Center Award of Distinction (AoD) Recipients are:
- Answer Quick, Louisville, TN
- Call 4 Health, Delray Beach, FL
- Connections Call Center, Squamish, BC
- Extend Communications, Inc., Brantford, ON
- First American Payment Systems, Fort Worth, TX
- Nationwide Inbound, Freeport, IL
- Telelink, St. John’s, NL
- Time Communications, Roseville, MN
And the answering services that earned the ten highest scores in the 2019 ATSI Award of Excellence (AoE) are:
- Alliance Wireless Communications, Kingston, ON
- Alphapage, LLC, Denver, CO
- Answer – Southern States, Hopkinsville, KY
- Answer Midwest, Inc., Alton, IL
- AnswerTel of Athens, Inc., Athens, AL
- Carolyn’s Communications Inc., Snellville, GA
- Connections Call Center, Squamish, BC
- King’s Telephone Answering Services, Shreveport, LA
- Main Line TeleCommunications, Aston, PA
- Rochester Telemessaging Center, Rochester Hills, MI
Congratulations to these fine organizations and all who participated in the AoD and AoE programs this year. You’ll notice that Connections Call Center is on both lists. They earned the highest scores in both programs. [Look for a full list of ATSI AoE winners in the next issue.]
Ansercomm Acquires Academy Messaging: Ansercomm announced that they acquired Academy Messaging of Hackensack, NJ. Ansercomm has helped businesses since 1964 with 24/7 answering services serving the United States and Canada. Academy Messaging of Hackensack, NJ is a 60-year-old answering service, giving Ansercomm a third call center location in addition to their Maple Shade, NJ and North Lauderdale, FL operations. Ansercomm president, Anthony Greenfield says, “The acquisition gives us an additional bank of live operators. In today’s digital world, customers still want to speak to a person at some point in the sales and service process, and that’s what we do.”
Szeto Technologies Expands Leadership Team: Szeto Technologies announced that Robert Bidewell and Garrett Bidewell will join the Szeto family as they expand and continue to grow. Robert and Garrett bring over twenty years of collective experience as owners of several thriving answering services in Alberta, Canada. Robert will collaborate with engineers bringing his experiences and know-how with telephony installations and technical skills. Garrett brings his strengths in marketing and business to the company. Szeto Technologies looks forward to working with these new team members and welcomes them to their family.
Amtelco Introduces Genesis Service Level Reports: Amtelco’s Genesis provides reporting on service level statistics for each agent ID, agent ACD skill, agent skill group, and client account. There is also a service level report grouped by interval. Service level reports include color-coded indicators of thresholds that aren’t met or exceeded. Benefits of these reports for the answering service include improved customer satisfaction and better business management.
NAEO Summer Series: The National Amtelco Equipment Owners (NAEO) users’ group Summer Series will offer three separate tracks: IS 101 for beginners, IS 102 for intermediate to advanced programming, and a supervisor leadership path. Sessions will run simultaneously from 9-5 each day from Monday, July 29 through Wednesday, July 31 in Atlanta, Georgia. While the IS 101 and 102 tracks are specific to Amtelco software, the leadership track would be beneficial to supervisors and operations managers of answering services and call centers with any equipment. Learn more at naeo.org.
Send us your TAS articles and news for consideration in the next issue.
Quotes for the Month
“Knowing trees, I understand the meaning of patience. Knowing grass, I can appreciate persistence.” -Hal Borland
“Life is an adventure in forgiveness.” –Norman Cousins
“When you’ve seen one shopping center you’ve seen a mall.” -unknown