Spoiler alert: Your content marketing strategy isn’t as customer-centric as it could be
Summary – Learn how to make your content marketing strategy more customer-centric, including common pitfalls and how to rectify them, from TechInformed.
Customer-centric marketing is vital to the success of any advertising campaign. If your customer’s needs and interests aren’t featured in the content you publish, they won’t engage with your brand, especially in competitive market conditions.
All too often, content marketing teams think they have a customer-centric approach nailed. In reality, they’re selling the product or service rather than selling its benefits to the customer. How can marketers break this habit and take a more customer-centric approach to build brand awareness and drive revenue more effectively?
In this article, we explore how to engage your target market effectively via a customer-centric selling strategy. Discover how to plan, create and deliver content that’s optimised for your customers’ needs and drive lead generation easily. We’ll also analyse the common pitfalls of crafting a customer-centric marketing strategy and what you can do to avoid them. Read on to find out more.
What is content marketing?
Content marketing is the practice of creating and distributing engaging material for your target audience. These materials include articles, emails and social media posts, but can also encompass videos and more editorial content like ebooks and white papers. Savvy brands have even begun using to demonstrate themselves as industry thought leaders and become credible voices on trending topics and pressing issues.
The aim is to take a holistic view of your customer’s lifecycle and build a bank of content that educates them about your products or services at every turn. As a result, you can foster a truly customer-centric marketing strategy that speaks to your customer’s every need.
This marketing style is important because 44% of people say they typically consume three-to-five pieces of content before engaging with a vendor. If done well, a successful content marketing strategy can attract, engage, and (most importantly) retain your target audience. In turn, a customer-centric selling strategy can build a feedback loop that promotes brand awareness and drives long-term revenue growth.
Content marketing is also becoming increasingly popular as a selling strategy. Data from HubSpot shows that searches for ‘what is content marketing’ increased by 22% in 2021 alone. Ironically, the same data shows 40% – a sizable minority – of businesses don’t have a documented strategy for customer-centric marketing. Therefore, brands interested in content marketing stand to make early gains by sharing thoughtful and impactful digital content in the coming months.
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We can help brands build their brand awareness and thought leadership via interviews, reports, white papers, newsletters, sponsored social posts, and more. What’s more, we provide 360° campaign success support, from planning to execution so you’re able to save time on generating leads.