Four ways to lead your content marketing with customer-centric strategy
Content is still the king of web and by maintaining quality and keeping it customer-centric.
To help marketers come out with better content CMI columnist Marcia Riefer Johnston has shared four ways to adopt a customer-centric strategy.
Marcia says, “Does your company look at content through customers’ eyes? Here’s one way to tell: Look at your marketing content. For starters, riffle through some titles. Do the words typically convey customers’ concerns? Or do they mostly call attention to the things you sell?
If products hog the spotlight, you’re missing opportunities to build customer relationships and, ultimately, revenue. You’re also missing opportunities to streamline your content efforts throughout the organization, including distribution, management, and reuse.
The content team at Red Hat found this out first hand. A few years ago, the team took a hard look at the company’s content and found that it was heavily oriented toward what Red Hat sells (IaaS solutions, PaaS solutions, Linux solutions, and so on). The team discovered loads of diverse content that was hard to find, disorganized, difficult to reuse, and, most importantly, not customer-centric, says Red Hat’s marketing content curator and librarian Anna McHugh”.
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