Wednesday, September 14th, 2016 | 4 min read
Content marketing is a crowded space. A cool $145 billion was spent on content marketing last year, a figure that will continue to grow over the next decade as more and more marketers create content they hope will cut through. Sadly, even the best content doesn’t always land.
What’s a marketer to do? If you want your content to resonate with your intended audiences you need to start with your reader (your customer). Here are a few practical ways to do so:
Intuition goes a long way, but it can’t inform an entire content strategy. Your desired audiences are sharing their opinions with you and one another—listen to what they’re saying and create material based on those interests.
Use simple social monitoring solutions to see what customers are telling you, and employ social listening if you want to get a broader view of the popular topics within your space.
To sum up: Listen to what your customers are saying, identify the topics they actually care about, and then use those insights to drive your content calendar.
A great story can be told a million ways—let your customers tell you how they prefer to consume information. On Facebook, they might respond well to a Facebook Live video. On your blog, it may be a written blog post with high-impact photos, which can then be turned into an infographic on Pinterest.
The difference in style across channels can be subtle, and you’ll need to figure out the best approach for each audience, but it’s vital to understand that users expect different experiences depending on what social platform they’re using.
If you have great ideas, make sure you’re thinking about how they can be communicated across different channels and for different types of customers.
It’s certainly important to create the right content for your audience, but it’s just as crucial to make sure customers are seeing the content that’s most relevant for them.
IBM THINK Marketing—a leading resource for news, thought leadership, education, and solutions for marketers, developers, and entrepreneurs—is a great example of smart content discovery.
In addition to content from the company, it also features thought-pieces from partners and top publications. The most interesting part is that content on the site will be surfaced based on the reader.
IBM Think Marketing will be powered by the company’s Watson technology, which will direct readers to the most relevant content. As months and years pass, the blue Jeopardy champ will learn more about what interests people, and will elevate content based on those preferences.
Sprinklr is proud to partner with IBM THINK Marketing and contribute to the ongoing conversation.
By taking the steps above, brands increase their odds of building a content machine that’s valuable for—and inspired by—their customers. In a digital landscape that becomes more fractured by the day, it’s a refreshingly straightforward approach that prioritizes substance over style, and the focused over the loud.
Given the clutter these days, let alone the clatter, it’s a winning move.
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