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UNIVERSAL TRUTHS
ABOUT CONTENT
MARKETING
I
IN 2018, marketers are just as overwhelmed with tactics as buyers
are with content. This paradox of choice at scale incurs costs
that range from dissatisfied customers to ineffective marketing
programs.
tablet and mobile search and social media behaviors are still
relevant.
With increasing demands, fewer resources and greater complexity
in marketing that now includes smart speakers, VR/AR, IoT, AI
and all forms of disruptive technology, marketers are looking for the
universal truths that will keep them on track and effective. CONSUMPTION: What are your buyers’ preferences for
engaging with the content they find? Do they read/watch/listen
on the discovery platform or save/subscribe for later? Are there
preferences for experiencing or interacting with content vs. simply
read/watch/listen? Images vs. videos vs. audio vs. interactive on
various devices is still relevant.
In my book, Optimize, I talked about a customer centric approach
to digital marketing that emphasized search, social and content.
The truths about how customers engage content to make decisions
outlined then are equally true in 2018 and for nearly any kind of
platform. ACTION: What triggers will inspire action? Do buyers need
content personalized on the fly or are they willing to exchange
contact information to be fed personalized content? What will it
take to motivate share, subscribe, inquire, transact or refer? All still
relevant.
Those content truths are: discovery, consumption and action. Marketers in tune with truths about how customers find,
engage with and take action on information will reveal whatever
technology, platform, media format and experience buyers need. As
part of an ongoing effort to optimize marketing with a customer
focus, these truths can help architect successful marketing
programs in 2019 and for years to come.
DISCOVERY: Where do buyers look for solution information?
What do they say to their Echo or Google Home device? What
do they search for on their phone or tablet? What sources do they
subscribe to for updates on their smart watch? Of course laptop,
MEET
LEE ODDEN
Lee Odden is a marketing strategist, author, speaker and bearded world traveler. He’s also
CEO of TopRankMarketing.com, a digital marketing agency that serves top B2B brands with
“best answer” marketing strategies that integrate content, search, social, influencer marketing
and online advertising. Cited by The Wall Street Journal , The Economist and Forbes for his
marketing expertise, Lee has evangelized a customer-centric approach to marketing at over 200
events in 17 different countries, through numerous industry publications and an award winning
blog at toprankblog.com.
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