To buy, customers need answers, and they need them now. Your customers’ path to purchase is strewn with questions. Here are 5 ways to use customer questions to create great content and inform your content marketing strategy. Like an iceberg, most of the meaning in a set of customer questions lies below the surface. You may be …
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Do you find yourself avoiding people who hold an opposing political view, or self-censoring your words to avoid starting a fight? Civil discourse has declined, in America and around the world. It’s hard to have an everyday conversation sometimes. That fact weighs heavily on individuals and our cultures. In her book, High Conflict: Why We …
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To create a successful marketing message, you need to avoid 6 traps that hurt brands’ messages. Today we’ll discuss trap #2, choosing a generic or plain vanilla message that echoes competitors. (Here’s a blog on how to avoid trap #1.) Beware of familiar-sounding messages Brands naturally gravitate toward messages that sound familiar. But in the …
My recent blog about Message Maps provided one example of a 7-second Message Map from a professional association of orthodontists. This week I’m sharing more examples of 7-second Message Maps, from a nonprofit organization and a technology business — plus some pointers on how to make your 7-second message sing. Put emotion into your home base …
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How to keep your content marketing always on message? It’s a tough job: to keep all your company’s marketing and communications on message as you address customer segmentation. As a marketer from Ingersoll-Rand asked, “How to speak to diverse audiences while maintaining a holistic experience across properties?” This messaging challenge ranks among the Top 100 Questions on …
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How to set up content marketing analytics: 4 guidelines Designate one owner of content marketing analytics. Grant that manager a broad license to collect a variety of metrics from around the company. Make analytics relevant and meaningful for marketing and your executives. Measure frequently, but not too frequently. Hypothesize, experiment and test prolifically. 1. Designate …
