Content marketing can be entertaining, helpful, or informative, or perhaps it can solve your audience’s problem. One good test of content marketing is whether it helps your audience even if they never buy your product or service. Here’s what content marketing needs to be to develop customer commitment.
Personas have been used for a number of years by B2B digital marketers to craft content that aligns with a visitor’s context. But we all know that personas are also so… 2015. The rise in personalization has revealed both the limits and challenges of persona-based content creation — creating and maintaining content for every persona is a lot of work and getting that content in front of the visitor at the right time is tricky.
Your content marketing is too valuable to waste
How findable is the content on your site? If the answer is that you aren’t sure — you may have a problem. And you aren’t alone. Many marketers spend great lengths of time on content marketing. But a lot of that content goes unread. The main problem is that the people you want to read it can’t find it.
Content marketing is informative, entertaining, and helpful. But great ideas for content aren’t enough. Who decides they are “great”? The customer decides. How do we know the decision of the customer? Data–the more the better.
As content marketing has been practiced today, it resembles custom publishing. Companies tell stories that romanticize their brand, distributing those stories through various channels and amplifying them through social media. Content marketing has come to be more akin to advertising.
Personalization: why do it? No, this isn’t a suggestion that you shouldn’t. It’s just important to think about why you are doing it in the first place. Personalization needs to benefit the customer experience and drive your business.
The new personalized approach to B2B content recommendation
Understanding customer behavior is one of the most powerful marketing tools available to professionals. The right data that provides you with a glimpse into their intent will allow you to effectively connect potential customers to the content that is going to help them achieve their goal. So where do you find intent data? It exists in the systems you use today. Behavior-based personalization is a strategy to offer intent-based content recommendation. If you know where to look and you have the ability to mobilize that data you can use it to progress journeys, convert more business and win more often.
This year has started off strong on my end, but we’re also looking ahead towards what’s next. I’ve spent a fair amount of time talking to digital marketing professionals about what’s important to them, sharing some of our product roadmap, and seeing where there’s alignment and where there may be market opportunity.
Not enough marketers take advantage of the other kind of search — the one on your own website. Few companies budget for it, while budgeting for content without a second thought. We’ve talked about the cost of value before. But when they search, can visitors even find the content they need on your site?