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Content that counts

Posted in: Best Practices  |  By:

If you ordered lasagna and the waiter brought you fish, you’d be perplexed. Yet we still read stories of companies pushing content on prospects without first asking if they are even hungry for it. That communications gap is where content strategy comes in. The 2010 Viral and Social Media Hall of Fame from Marketing Sherpa presents a mix of various types of content and delivery strategies, all which were wildly successful against stated company goals. The list uncovered a few insights that may shed some light on the process of creating strategic content (for example: winning campaigns also illustrated that viral does not have to mean complex. Many of the most successful and wide reaching campaigns in this list were little more than offers for steep discounts and promotions.) But that flies in the face of equally successful campaigns that were focused on the entertainment factor, or relied on costly video or customer feedback. So which work best? What is the common denominator? Perhaps there is none, and that is the intrigue of tailoring marketing content to balance perfectly between what customers want and company goals. I would love to say every campaign could simply add in some funny-talking cats but that may not be the most appropriate strategy for every client. Earlier this year,  Target Marketing ran a webinar, “Follow That Lead: Best practices and new tricks for lead nurturing programs,” in which presenters  noted that while B-to-B marketers assume buyers want educational content, free research reports and peer best practices, they really desire news and articles, competitive comparisons and buying guides, and promotional content. free research reports and peer best practices, they really desire news and articles, competitive comparisons and buying guides, and promotional content. How do you take that knowledge a step further and really try to create a focused content strategy that will resonate with your customers? Ask them. Customer and prospect focus groups and surveys can take some of the guessing out of the content game, and today’s social media tools give unprecedented ability to not only listen to customer requests but to ask them directly. 

Eastwick works with clients to listen and learn from customer prospects, create appropriate content with the help of Eastwick’s unique ContentLab and ContentHub services, and share the information with our clients’ target audiences. Contact us if you’d like to hear how we have helped clients create content strategies that surprised and delighted diners and even had them coming back for seconds.


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