Digital Summit Nuggets of Wisdom (#DSATL16): Content Marketing

Whether this stuff is new, or you’re looking to validate what perhaps is obvious, there’s some good stuff to hear at the Digital Summit in Atlanta. While perhaps not as prestigious as the SiriusDecisions Summit, which is also happening this week, this event will probably deliver much more immediately actionable ideas. Here are some I picked up so far…(you may notice a reoccurring theme)…

Content pros: content isn’t King (gasp!), CUSTOMERS are King

  • No one cares about your content and the crap you want to say, they care about getting insight and answers to the crap they’re doing. Content wins when you say what they want to hear. 
  • Content marketing is about PULLING customers in not PUSHING stuff out
  • If someone wouldn’t Google your content title, change your content title. Cute, clever or proprietary titles don’t get your content found. If your content doesn’t get found, it doesn’t get read. 

SEO Pros: keywords aren’t King (gasp!), CUSTOMERS are King

  • Don’t rely exclusively on keyword research, ask your staff who have actual interactions with your prospects and customers (sales, delivery folks, customer service, etc)
  • Here’s an idea…just try to HELP people
  • Look at ‘Google suggests’ – Google knows what people are looking for. Use the magic wildcard (*) to see what people are really searching for 

Demand Pros: your company isn’t the King (gasp!), CUSTOMERS are King

  • Unless you company is an established content and thought leadership factory (like @Hubspot) people aren’t going to you for info, and even when they go to Google, they’re likely going to a hub of content that offers numerous content options (like @MarketingProfs). Don’t fool yourself by thinking you’re too good for content syndication. 
  • Just because someone downloaded your content doesn’t mean they want to buy your shit. You NEED to nurture people. This helps weed out those who aren’t viable buyers and prepare those who are to have a fruitful convo with sales on their terms. 
  • One touch and one channel isn’t gonna cut it. You wouldn’t send someone to an event or webinar with a single email and leave it at that (I hope). Why would one email be enough to expose people to your content? I’m not suggesting lambasting people with ads and email for every piece of content you’ve got, but I do suggest taking time to think strategically about how your content will be distributed and consumed, and that strategy better include multiple channels and touches. 

Sales Pros: you aren’t the King (gasp!), CUSTOMERS are King 

  • Just because you know someone exists (you have their name and contact information) doesn’t mean they care about your company or want to talk to you. 
  • And just because they downloaded something doesn’t mean they care about your company or want to talk to you. What it DOES mean is they have an interest/a need/a challenge. It DOES mean you likely have an opportunity to hel them (hint: help = sell).
  • If your marketing team is worth their salt, they’re using tech to capture and communicate who in your CRM is interacting with what content. Take an extra moment to look at that, and let that inform your conversant with prospects and customers 

I said a lot of words so if the main theme got lost, I’ll repeat it here: YOUR CUSTOMERS ARE KING. Think about how you behave in your personal and professional life. Unless you’re a unique and special snowflake (aka a total weirdo) chances are you behave just like your customers do. Market to people accordingly. 

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