In my last chat with Ann Handley, Chief Content Officer at MarketingProfs, we discussed the emerging role of video marketing and some things content marketers need to be considering right now to remain relevant.
In this session, Ann looks to how companies can become increasingly customer-centric with their overall content marketing efforts.
Is your content customer focused?
While many companies are creating content as a tool to attract quality prospects, Ann notices that many businesses are still too focused on their product rather than trying to solve their customer’s problems. In fact, Ann suggests every piece of content should be focused on getting a “thank you” from your customers; that’s really your ultimate measure of success.
“The best marketing doesn’t feel like marketing”
Ann points out that businesses need to strategize to provide customer-centric content. To produce videos that customers will appreciate, consider the following tips:
- Share resources: What sorts of assets are your customers looking for? Can you connect them to useful information within your own content?
- Problem solve: If customers are asking questions, use your marketing content to answer them and provide thought leadership within your industry.
- Don’t always talk about your company and products: There’s a time and place for a pitch; your video content can place a focus on other aspects of your business.
As you continue to create content, be sure to step back and ask yourself whether your content is “thank you” worthy. You’ll likely thank yourself that you did.
Enjoy and look forward to more from Ann.