Sometimes we need a checklist to remind us of what is important. In the new world of all things “Content,” let’s review:
➢ Emphasize what your products and services do to satisfy your customers’ wants and needs
➢ Don’t market based on YOUR own preferences and behaviors. Think / Be Consumer Centric! Develop and use the number one communications skill of –“I’m Listening,” which indicates that you care if you act on what you are hearing.
➢ Explore customer behaviors and lifestyles and shopper personas. How do customers self-define their personas?
➢ Have customer data that is not influenced by your mindset. This is the customer era – bottom up not top down.
➢ Rely on onsite research to deliver insights into content useful to customers. What will initiate their discovery that you/your brand can help them solve their wants and needs problems?
➢ Good marketing content begins in imitation and develops innovation. The innovation doesn’t have to benefit those who are not your target market. Create specific strategies to focus mainly on loyal customers.
➢ Create your ideas for interactions by engaged-with potential customers
➢ Plan to answer customer questions in Real-Time (or Close-time). Remember – “I’m Listening – hearing – and acting upon your requests.”
➢ Develop intriguing, fascinating, compelling content that draws consumers into your brand’s world. The sense of discovery will bring attention, interest, desire and action (AIDA still applies).
➢ Trust and transparency in content and actions are critical to maintaining a sustainable relationship with today’s customers
What do we understand and what can we put to use from this review of some of the key elements of Content Marketing Communications?
Let us know what you think…
Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.