Does your marketing content tell consumers things you want them to know about your brand? Or is it meant to engage consumers in ways they find interesting?
Answering this question will help determine whether or not your content marketing strategy is aligned with current consumer demands; which, as we know, is necessary to remain competitive and relevant.
Research by Deloitte found that “customer-centric companies are 60% more profitable compared to companies that are not focused on the customer.” So rather than dominating conversation, top marketers are listening to what their customers want and generating content around those topics.
While this concept is widely accepted within the marketing community, brands are still struggling to execute because they are overlooking one very important phase in the process; getting to know their customers.
Without a detailed understanding of who your customers are beyond transaction data (i.e. lifestyle, habits, preferences, work and family, etc.), a customer-centric approach is nearly impossible. Sales data and purchase history are effective ways to track purchase behavior and revenue streams, but they offer nothing in regards to understanding the individual behind the purchase.
A strong content marketing strategy creates emotional connections, builds strong relationships and fosters brand loyalty. Like purchasing a birthday gift for a friend; the better you know them, the more meaningful the gift will be.
Ultimately, getting to know your customers is a matter of collecting relevant data and producing actionable, reliable analytics. Getting started is as easy as developing a strong “Getting to Know You” survey, distributed to customers as they show interest in your brand.
Through detailed segmentation and analytics you will gain data-driven insights offering a clear picture of who your customers are as individuals, and how they fit together as a larger group.
Now, developing a customer-centric content library is an easier task because you can visualize who you’re talking to. Messaging and promotions can be personalized for specific consumer segments, increasing their effectiveness and strengthening their overall relationship with your brand.
To read more about the importance of customer-focused marketing content, click here.
If you’re ready to create or refine your own customer-centric marketing strategy, let us show you the way. We’ve spent over 30 years building strong brand-customer relationships and we can do the same for you. Click here to get the conversation started.