“It’s not about you. It’s about your customers.” If there’s a mantra to recite about effective content marketing, that’s it. The deeper meaning to this is that in order to make a
connection with your audience, you must offer them something
that they really need, rather than focusing on something that you
want them to know about.
It starts with developing a true understanding of
your audience. If we were to take this concept and
break content marketing into three simple steps,
that would be step one. Once your customers feel
that you are a trusted source of reliable and useful
information, they will come back to you—and
eventually see your organization as valuable.
That’s step two. Step three is where that value will
translate into sales. It’s an organic process that
takes time and patience.
It may not be the short-term blast that shows
immediate results, but things that really matter
and endure rarely do. If you want to form a lasting
relationship with your customers that is based on
loyalty and trust, then providing them with the
content they need will serve you well in the
In the pages that follow, our experts offer
examples and guidance on content marketing
and how to make it work for your organization.
We all think that putting the customer first is a
tenet that we can follow. Read on to see if your
content strategy is fulfilling your promise of
putting the customer first.
“If you want to form
a lasting relationship
with your customers
that is based on loyalty
and trust, then providing them with the
content they need will
serve you well in the
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