3 Universal Truths About Content Marketing
As we head into the heart of Q1 2018, marketers are just as overwhelmed with tactics as buyers are with content. This paradox of choice at scale incurs costs that range from dissatisfied customers to ineffective marketing programs.
With increasing demands, fewer resources and greater complexity in marketing that now includes smart speakers, VR/AR, IoT, AI and all forms of disruptive technology, marketers are looking for the universal truths that will keep them on track and effective.
In my book, Optimize, I talked about a customer centric approach to digital marketing that emphasized search, social and content. The truths about how customers engage content to make decisions outlined then are equally true in 2018 and for nearly any kind of platform.
Those content truths are: discovery, consumption and action.
Discovery: Where do buyers look for solution information? What do they say to their Echo or Google Home device? What do they search for on their phone or tablet? What sources do they subscribe to for updates on their smart watch? Of course laptop, tablet and mobile search and social media behaviors are still relevant.
Consumption: What are your buyers’ preferences for engaging with the content they find? Do they read/watch/listen on the discovery platform or save/subscribe for later? Are there preferences for experiencing or interacting with content vs. simply read/watch/listen? Images vs. videos vs. audio vs. interactive on various devices is still relevant.
Action: What triggers will inspire action? Do buyers need content personalized on the fly or are they willing to exchange contact information to be fed personalized content? What will it take to motivate share, subscribe, inquire, transact or refer? All still relevant.
Marketers in tune with truths about how customers find, engage with and take action on information will reveal whatever technology, platform, media format and experience buyers need. As part of an ongoing effort to optimize marketing with a customer focus, these truths can help architect successful marketing programs in 2018 and for years to come.
To get a handle on more content, influence, search and advertising for 2018, check out this collection of digital marketing predictions from the Team at TopRank Marketing.
B2B industrial copy and content creator & consultant for over 14 years (plus your ideal customer for 36). I’m uniquely qualified to help you be the trusted guide & resource your customers need for top quality solutions
6 年Lee, excellent article and right on the money. A good lesson for those of us who are copy and content creators. Your three points are excellent! Thanks for sharing this.
B2B Content Marketing Writer for Construction Technology (ConTech), Property Technology (PropTech), and Marketing Technology (MarTech) | Content Journalist | Executive Ghostwriter | Thought Leadership Specialist | Editor
6 年Love this! Quality content will always serve the buyer at whatever point they are in their buyer's journey.
My services share my PR and marketing knowledge with clients to help create conversations with relevant audiences. | Podcast host of Janet Generally Speaking and Inside PR (to be launched soon).
6 年It should always have been about the client. You work for them not the other way round. However having been on both sides of the client/consultant divide, it is definitely not always the case.
Network Marketing Leader | Home Based Business Expert | Network Business Growth Specialist | Industry Training Leader
6 年A really practical write up Lee, where did you get the info from?
LinkedIn Profile Doctor. Visibility, legibility & credibility for Founders, CEOs and Entrepreneurs ? Speaker, Profile Writer & LinkedIn Training since 2006.
6 年Bang on - customers first, Lee. Enjoyed your 2018 Marketing Predictions blog too - https://www.toprankblog.com/2018/01/2018-digital-marketing-predictions/