Just because you have a blog, a Facebook page and Twitter account doesn’t mean your target audience is paying any attention to you. It’s important to remember that these are just tools.

It’s vital that you are serving your audience with relevant content. This is your opportunity to add value to what you do, help consumers to consume and answer those pains.

Take a look at the example above. A heating, cooling and plumbing company that has a blog with all the social media bells and whistles. Cool right? They’re embracing digital marketing. Well so you may think …

But take a closer look at their content. An entire blog post dedicated to breadsticks, and not to mention their recipe of the month. May be their customers enjoy a bit of baking but clearly something isn’t right here.

It’s important to know your customer base. The channels that they use and the questions that they want answered.