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Engaging Content Marketing

Are you struggling to create content that engages your audience? Content marketing success relies on your ability to understand and target the customer context. This guide helps you do just that.

Engaging Content Marketing

  1. 1. is selling new products to changed customers in the same way
  2. 2. Customer Content Context a conversation that must inspire, educate, or entertain, in a relevant way. it evolves; always-on and everywhere. a broadcast ‘wow’. a controlled and time-limited appointment or promotion. a multitude of individuals that must be understood individually. a target segment or profile.
  3. 3. The distribution of useful content in order to engage, understand and influence a target audience towards a commercial goal creation + curation change perceptions + behaviors information + entertainment that provides utility find out why pull towards you revenues minus costs known persona
  4. 4. It’s not just marketing
  5. 5. The customer has changed, and the purchase journey has changed. By the time they engage with a company, most prospects are 60-70% of the way through their decision process. This means you have to market ahead of the First Moment On Truth. Zero Moment Of Truth is where it happens. It means that your new battleground is before they meet you. There is no point in being able to differentiate your proposition in a meeting or shop, when most prospects won’t even get there. Content should be your best salesperson.
  6. 6. Find the overlap between your audience’s interests, and your organization’s ‘right to speak’. The interests of your audience Your organization’s right to speak HERE
  7. 7. Move from talking about your products, to talking about your customer’s needs and aspirations. Be helpful, useful and trustworthy as a source of current and future competitive advantage. Move from push to pull. Your Products Their Needs
  8. 8. call this the Age of the Customer.
  9. 9. But hasn’t it always been that way?
  10. 10. “Give the lady what she wants” Marshall Field 1834 – 1906 “The customer is always right” Harry Gordon Selfridge 1864 – 1947
  11. 11. The village shop Literally, knowing each customer The multi- national Knowing what makes a good customer The 1-2-1 marketer Knowing and being relevant to each customer individually
  12. 12. Although there is historical evidence around the success of customer focused businesses, there is also an increasing social, cultural and technological imperative. We are more empowered than ever before...
  13. 13. 1. 2. 3. with...
  14. 14. We live in a world of information ubiquity, with ability to find what we are looking for, instantly. Before booking my holiday, I spent two weeks looking at weather, resort reviews, and travel agent websites. And our behaviors are changing accordingly. But is our marketing? If your prospects are searching and finding solutions, you should be actively becoming a source of information. What if you could inspire, educate, or entertain your target audience?
  15. 15. We live in a world where products and services are increasingly bought online, and new entrants in every market disrupt the existing players. Since we all have much more choice, our expectations rise and our loyalty falls. What are you doing to become the default choice in your market, knowing that every prospect is looking at alternatives whilst talking with you? Whilst on the phone to a salesperson, I was reading a datasheet from a competitor of theirs.
  16. 16. 6 degrees of separation is obsolete. We are now all connected with each other on multiple platforms and devices, all the time. Not only can we be continually informed by our connections, but we have an audience. Your customers will talk about you, not just when asked, but to their ever-increasing audience.
  17. 17. Digital body language is as much ‘real life’ as a physical meeting with a customer. What are your customers and prospects telling you by their web interactions? There are some obvious clues here: web traffic, dwell time, channel selection, conversion etc. If any of these are way below then industry-standard, then you have a problem to address urgently. If most of the mentions about your company on social media are negative, that would also be an indicator of an urgent need. Or perhaps worse, perhaps no one even mentions you.
  18. 18. The ‘Context’ describes the ever evolving journey of the customer. Too often, customer data is static. It describes who they were. Not who they are now, let alone who they might become. Most marketers are operating based on old data – at least a few weeks, if not a few months old. You could say that they are driving forwards by looking in the rear-view mirror.
  19. 19. Marketing has moved from managing the ‘what’ and ‘how’ of marketing to creating a system of engagement that provides relevant experiences. Marketing to a customer context requires an ability to: 1. Understand context 2. Record context 3. Execute against context
  20. 20. Given that ‘the customer context’ is a holistic view of the customer, you will never understand it all! So there are various ways of approaching context, each giving you an angle of insight. 14 examples: Understand interest and intent Interest data Understand and qualify engagement Lead scoring Understand and influence advocacy Social media data Understand their organization and role Firmographic data What you want to do? Approach to context
  21. 21. Have you got a single customer view, a central record of customer insight? If you want to realize the goal of providing a relevant customer experience throughout the journey, you must.
  22. 22. 3There is no sustained use for understanding and recording context, if it can’t be actioned. Modern marketing is creating a system of engagement that provides relevant experiences. Once you understand context, you can: Optimize your lead gen around the right prospects Personalize content and propositions Anticipate sales and service inquiries Give your entire organization a real-time view of key individuals and segments to inform product, marketing, sales and service decisions. 1. 2. 3. 4.
  23. 23. Your to-do-list
  24. 24. When was the last time you spoke to a customer? Serious question. If in the last week, good job. If you haven’t met more than 3 customers in the last quarter, how can you claim to have your finger on the pulse?
  25. 25. If you really take time to look through a customer’s eyes, you will see what doesn’t make sense about your business structure. Does it make sense for innovation to be led from the board room, when those at the coal face see the problems and can find real solutions? Does it make sense to have a separate marketing and sales function when they are both talking to the same customer? Follow the journey of a customer through every touch-point with your organization. What goes wrong?
  26. 26. Easy to say, difficult to do. There is simply no excuse for silos of knowledge or data in the world of information ubiquity. The entire world is connected to an information superhighway, and yet you create excuses for why you are different, why there are huge gaps. Especially important here is your view of the customer. Every department should be contributing to, and receiving value from, a known view of each customer.
  27. 27. Is your target their target? The best businesses align their internal targets with goals that matter to their best customers. Ideally staff remuneration and daily process will also form around these targets. Companies that continually hold to legacy targets and legacy reward systems will find it really difficult to change structure and silos. If your customers crave product innovation on a weekly basis, how can you shape internal targets around it? If your customer base really values an after-sales care package, why are your targets all about closing a deal and moving on?
  28. 28. Do you want to be relevant in every marketing and sales interaction? idio intelligently tunes your content and conversations to the emerging customer context. The reality is that customers and prospects constantly tell you their interests and intent, by the content they read. With idio, you can understand & influence their journey, driving engagement & revenue. We call it Content Intelligence. You’ll call it ROI. Using content to engage and convert A definitive guide www.idioplatform.com info@idioplatform.com Get our Ebook: How to Use Content to Engage and Convert Book a demo to find out how you can benefit

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