Customer Service & Content Marketing
Successful content marketing is all about providing the information your customers need. How do you find out what kind of information your customers are looking for? Your customer service department is a great place to start.
Customer service reps--particularly the veterans--know exactly what questions customers ask about your product, what issues they have with it, and what they think of your brand as a whole. Customer service reps are basically the political ambassadors of your company, dealing with some hostile negotiations and making peace. That's why the job requires people skills.
Tap your veterans and ask them for the questions most often asked. Answer frequently asked questions in blog (or vlog!) format, then link to them on your FAQ page.
You know what else customer service people have? Stories. You'd be surprised how long a customer will talk to a real live person. Those stories can help illuminate how your product fits into the lives of your customers. They can also help reveal the collective culture of your customers. Let their interests inspire your content marketing efforts, and make sure the content is written for them and in a voice they can relate to.
If you don't have a service department, check out reviews of your product. Don't get mad at a bad review, get inspired! How can content help solve the issue or prevent it from happening in the future?
The best part? This kind of content doesn't have to be expensive or flashy. You're not making "cool;" you're making "useful." Your customer service department's already done the research. All you have to do is decide what to do with it.