How content for just one customer can be social media gold

If you craft a personalized video response to answer a customer’s question—particularly if it’s a fairly common question—that video will almost certainly get shared.

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Trying to work out how to turn Natwest balance text alerts off; thanks for constantly reminding me there is £0.12 in my account #depressing

— Jordan King (@KingJords) August 19, 2013

The process here is one content marketers should consider carefully. A customer asked a specific question and the company responded with ready-to-share content that took the customer all of six seconds to consume. I don’t care if the customer had reached his allotted time for content consumption; he would take six seconds to solve his problem. (Hat tip to the Twitter Advertising Blog for reporting the NatWest case study.) Warby Parker is taking the idea to an even farther extreme. The online vision-wear company is responding to individual email questions with video responses, emailing the video back to the customer. The customer is bound to watch the video—it contains the answer to their query, after all. But Warby Parker has also found that its video replies are circulated about 80 times. In a Mobile Marketer article, RSS Research managing partner Steve Rowen says:

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