According to Bob Knorpp, president, Cool Beans Group, “the essential rule about writing a company's website content is this: It's not about the past, it's about the future.” Have you thought about your website from that perspective?

We recently had a discussion with Bob to ask him a few questions about making websites work. Here are some great tips that came out of our discussion:

MP: What kind of website content do people really like?

BK: People tend to enjoy content that fills some personal need. We all respect those with expert opinion and we search for solid facts, but the stuff that sticks with us, motivates us and inspires us are the things that reach out and feel personal. Your content can't be for everyone, but as long as your writing or speaking to the heart of someone’s need, then your content will be better received.

MP: Bob, you talk about created a site that "focuses on the user's needs." Why do so many companies struggle with this type of "outside-in" thinking? Are the majority of companies still using their websites as online brochures? How can they break out of the habit?

BK: I've heard a lot of people over the years bash the "brochure" web site, but I really see no reason to. Companies need brochures. The problem is too many companies stop at the web site as their sole online strategy. I think it's important to have the facts for research and investigation, but then focus on how best to engage prospects and customers. If your customers need a forum, then add that. If they are searching for more personal content, start a blog from there. If all they want to do is tweet, be on Twitter. I think the biggest thing is to look at how your customers are already engaging online and then meet them halfway with content that fulfills their needs.

MP: What if customers aren't social? I suppose that a ‘brochure’ website would do the job, but I just wonder about keeping up with customers when the website is stagnant for years.

BK: This word "social" is a buzz word that's dual edged. We think it means the customer has to be online and participating. But social is really just about listening and responding in a relational way, no matter what the media. Long and short is, if your customer's aren't online, you need less focus there. But clearly, if your website hasn't been updated in years, folks, it's time to at least do a simple refresh.

MP: What advice do you have for folks doing win-back campaigns. How do you re-establish yourself as the expert even though they walked away in the first place?

BK: I know this strategist who always calls win-back campaigns "Why have you forsaken us?" I like it because it gets to the heart of a win-back strategy. It's first and foremost about listening and learning. We want to know where we lost out first and then create content to solve the need. Sales people call it pain selling. We find the pain and then we solve the pain and then we become the expert.

The trouble with most content strategies is that content is traditionally pushed and not a response. It's important to rethink that and always be delivering what targets the needs best. I realize it's impossible to get granular and personal with every customer, but sometimes we don't need to. As long as we are publicly getting personal with as many as we can, we showcase our concern for the aspects of our business that matter most to the customer.

MP: What's the biggest challenge marketers have when it comes to producing compelling content to attract/retain customers?

BK: They want to sell more than they want to entertain. As compelling as people say my content can be, my focus is at least 80% on making the experience enjoyable for those consuming it. The driest subject matter can be entertaining in the right hands.

I always trot out this scenario, so I'll do it again. The customer in a B2B campaign is fact driven. They assess facts, then they narrow down to who provides the best solution. They weigh all the options again to see if they can narrow down further...then they choose the company with the salesperson they like best.

We need to never forget that as rational as B2B selling can be, the decision is usually an emotional one in the end. The better we make customers feel about us along the selling path, the better chance we have of closing the deal in that final hour.

Want to learn more about how to get people coming back to your website? Join us and Bob Knorpp the MarketingProfs B2B Forum.