The first half of 2018 has come to an end. But we still have 6 new exciting digital marketing months ahead of us! I look forward to creating and executing new and exciting ideas with you. Developing the next level of Context Marketing will provide your customers with even more context for your brand.
Recently, I was asked for my thoughts about content marketing in 2018. My expectations are that a lot of brands have new propositions and ideas on how to engage with their customers, so they are going to expand their customer journey with more and new content based on their 2018 message. But just creating more content is not the answer. What should be the answer is to create content that gives your customer context around your storytelling. Simply, you need to show ‘what’s in it for them’. Why should they spend time on your branded content? What does it bring to their lives? My recommendations are:
Start making full use of your platform
Without a solid home for your content with easy access to all available articles, tools and services, it is not easy to distribute the right content, to the right person, at the right time, at the right place and right channel. To achieve this, start testing which content is relevant to your customers and why. In addition, if your customers come to your platform from another channel, make their visit personal. Max joins the conversation and says, ‘as an international business partner, I hear this pain point a lot. Clients tell us that they don't make full use of their platform.’ So, together with all the stakeholders, we:
Take the guesswork out of Context Marketing
Create a data plan and start testing the data you have. Listen and learn from this data, because this is the true story of your customers. And if your digital team or IT department doesn't have the skills, invest in or hire a Business Intelligence specialist. Alex agrees. He saw companies spending costly marketing resources on building Excel sheets to get the data right. ‘But this way, they don't have the time to really focus on what they are good at. Namely, storytelling.’ Read also his blog, Solving pain points through analytics.
Think differently about your content
Think differently in the broadest sense of the term, from creation, use, channels and formats. Every piece of content needs to feel unique to your customers. It must trigger them to read or use more and repeatedly convince them that your brand is one they need in their lives because you understand them. Lars adds that it is important that you really think in advance about how you could solve a pain point. ‘The "design thinking" method is great to achieve this,’ he says. This approach, with every stakeholder around the table, gives you insights into both business needs and customer needs. And that can bring new ways to optimise content journeys. Also, an optimised UX design will create an easy path from context to purchase.
Here at OnModus, we call these three recommendations enablement, and this is what we believe in. We support and coach brands in their digital marketing efforts. We give them the right tools and teach them the right skills, which we learned ‘by doing’ our roles with different brands in different branches. We focus on a fully optimised customer journey and platform from start to finish. Want to learn more about us or talk to us? Don't hesitate to contact us at firstname.lastname@example.org.
Looking forward to hearing from you and learn your thoughts on these points.