Who Are You People?
If you’re not sure where to start gathering real insights, start by imagining how your customer could be the hero of your brand story. Data is fantastic — I’m a big fan — but intuition also plays a role in understanding how to become “tribe” with your audience.
I see content as a business asset meant to connect with and serve customers. A product in and of itself. And I plan accordingly. Happily, treating content like a product also tends to save money and engage customers, so it usually makes a pretty radical dent in Customer Acquisition Costs.
I love to see more good marketing out there, so I’ve put together some insights to help you do the same. Happy planning!
Why Audience Relationship Is Crucial To Your Marketing Success
The content marketers among us know it’s no longer the age of Mad Men making sexy and fairly irrelevant big-budget advertising campaigns happen for an audience limited to 2-3 channels and 2-3 content types with 2-3 competitors. Today, consumers demand a different approach.
The marketing world is barreling into another creative crossroads as the rise of visual technology and social publishing continues. No longer do brands control their own story… users have been given a platform and are making their voices heard loud and clear. Never has it been so important to know your brand story, key differentiators, and to compellingly articulate what makes your brand worth celebrating.
A quick snapshot of how to embrace the current trends while setting up for the future:
Many companies view marketing as a cost that keeps growing year by year. Some brands are even adopting an in-house agency model in an attempt to manage marketing costs and quality over time. (Not a terrible idea — but that’s a topic for a different post.) Thanks to the ever-changing landscape we are asked to navigate in order to keep our audience, it’s true… content costs can add up.
And, it doesn’t have to be that way. Content is definitely capable of being an asset more than a liability.
Select The Right Platform
Everyone wants to be heard. In fact, your job depends on you getting your brand story heard by the right people just when they decide they need a product that your company offers. So, how do you avoid getting lost in the crowd? How can you make your brand stand out?
I’ve been consuming stories since I was 3. My parents ran out of “age appropriate books” to give me in 3rd grade. So, Mom handed me Watership Down and then The Chronicles of Narnia. A story junkie was born. So much for lights out at bedtime. I was published for the first time at age 14. I insisted on going to a university with a good English program so I could be a WRITER. (My dad cried.) I graduated from Vanderbilt at 21 ready to take on the world of written story telling. Hollywood and the tech industry had a different idea…