Posted in June 4, 2015 - 1:02 pm.by Tami Demayo
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But enough about us: The case for customer-centric content

Greetings! My name is Tami Demayo. I’m a senior writer with NAVAJO Company, a veteran marketing content provider for technology companies around the world. Our clients have ranged from the likes of IBM and HP to start-ups as small as…

Okay, your eyes are probably glazing over by now. You didn’t click here to read about me and my agency. You wanted to see if there was something interesting here about customer-centric content. It’s all about what you wanted, right?

Self interest is a natural human tendency. But it’s easy to forget that when you’re developing marketing content. Your stakeholders in sales and marketing rely on you to help close deals. They want content assets that show your company’s product features and benefits front and center, in bold type, so prospects can’t miss them.

customer-centric content cartoon The truth is, though, prospects care more about their challenges than your products. If you have a solution to their problem, they’ll be happy to read all about it. But the name of your branded solution and the nifty features you spent so much time defining and trade-marking? Those are about as important to them as your website URL and contact information. Necessary, but hardly headline worthy.

Marketing content has an important role to play in supporting brand image—the audience’s attitude towards your brand. But the copy itself is not the ideal vehicle for brand awareness, that is, whether your audience knows your brand name and associates it with a particular solution. That is more a function of your visual identity and promotional strategies.

It may be hard to pass up any opportunity to plug your product, especially when your promotional budgets are tight. But the opportunity may be lost anyway, if a reader senses marketing fluff and sends your content straight to the trash.

Content marketing is the art of delivering information that is valuable to prospects, in order to engage them and build relationships that lead to conversion. And the content that does this is all about solving the prospects’ challenges. Describe those challenges in the way they would, to get them nodding their heads in recognition. Then lay out your solution in terms of their business situation. Tell them step-by-step how to get from where they are today to where they want to be. (Doing this requires that you understand your prospects, but that’s a topic for another post.) And then, yes, tell them the name of the product that does all this, who offers it, and exactly where they can go to find out more about it.

And leave it at that. Restraint is golden.

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