11.15.23 -- More On Customer-Centered Content Marketing
FROM THE EDITOR
This edition of our newsletter is another deep dive into customer-centered content marketing (CCCM) and features part two of a series of articles intended to help you adopt a content marketing strategy that is aligned with the real buyer’s journey.
When I speak with marketers about CCCM they initially focus on the word content. Most of the challenges they face, or believe they face, are related to creating the right content. What are the topics and themes, formats, and images that will work best?
In fact, we must focus on the first two hyphenated words, customer-centered.That means before we begin creating marketing content, we must have a deep understanding of the real journey our buyers navigate as they pursue problem-solving that will lead them to a solution we offer.
When we gain an understanding of the real buyer’s journey, it changes the way we approach B2B marketing and sales. The traditional ways we employ market research, persona development, use of technology, content marketing, and sales engagement will appear obviously out of step with what buyers want.
Our life’s work is to help you adopt a better way, Follow Your Buyer!
By Katie Wojciechowski, Digital Marketing Specialist
Marketing is about managing priorities—there are so many things you could be doing, so it's crucial to focus on what matters most. Your marketing operations should be like a Swiss Army Knife: ready to employ whatever tool or strategy matters most at any given time, and then quickly pivoting to what's next.
Among the various types of content created by content marketers to attract buyers, the case study plays a critical role. It helps the prospect transition from engaged curiosity to visualizing what it might look like to have their problem solved by you, the B2B seller.
It is important to understand that potential buyers are on a journey to solve problems, not necessarily buy something. If you want to be considered as a solution provider, you must be a helpful participant in their problem-solving journey, the entire journey.
By - Adam Lofquist, Founder and CEO of The Lofquist Group
If you’re a B2B marketing professional, you know the importance of having a customer persona but there may be some in your organization that do not share your thoughts. As someone who has been there before, I know the frustration, it can feel like you are hitting your head against a cement wall. When you run into a dam of resistance from your co-workers telling you everyone can be our customer, here is what you can do.
By Adam Smartschan, Partner & Chief Strategy Officer, Altitude Marketing
If you’re a marketer, there’s a very good chance you’ve been thinking about AI in recent months. The tech isn’t new, but the rise of ChatGPT and Midjourney has created unprecedented buzz around the topic. Whether you’re just getting started with AI in marketing or looking to deepen your understanding, this article will provide insights and answers about this exciting and rapidly evolving field.
By Nina Riffaud, Head of Content Writing, Hyper Social
When it comes to your LinkedIn profile, you want it to be current and complete. The more you have filled out your profile, the better. This will do things like raise your social selling index (SSI) score and help you stand out among searches on the platform.
No business is completely free of dysfunction and most of us try our best to be both efficient and effective at work, but we’re also human and we fall short. However, sometimes we can spend too much time on things that aren’t really serving our customers.
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