Data is ubiquitous. What you choose to do with that data means all the difference between portraying yourself as a reliable brand, or a run-of-the-mill, for-profit business. The fundamental difference between these entities is that the former focuses on using all the existing data – sourced from leads, prospects and customers – and molding it into something that helps in providing more value to the customer, including all pre- and post-sales efforts.
So what does value mean to a customer?
It could mean getting exactly, or even more than what was advertised in a product or service, receiving a range of benefits from low investments, being treated well by the business representative, knowing that their queries or concerns will be responded to promptly and effectively, amongst others.
This essentially means that you cannot offer the same value proposition to each and every customer. Instead, you must focus on personalizing your content to them, so that they can associate value and dependency to your brand. Moreover, personalization has a lot of relevance in the context of the modern digital age, where your competitors are rushing to obtain the maximum market share by making targeted and substantial value offerings to your customers.
This is where the importance of an expert content marketer becomes apparent; if your content is not useful to the customer or is not differentiated properly, they’ll be more than happy to pass on your product and move on to a competitor who can do it better. By proper marketing management, a content creator can avoid this scenario and easily maintain long-term relationships with the customers.
The ways in which a content marketer can effectively structure their value proposition are:
- Make use of the mountains of data
Collect and store all data that is shared by customers through the various marketing channels, such as social media platforms, websites, live chats, e-mails, phone calls, etc. By sorting and organizing all that data into one central database, you can study a customer’s behavior and identify what content would most likely resonate with them, and how and when you should deliver it to them.
Some examples of data study include listening to the people on social networking sites for emerging trends; examining how long a customer stays on your website, and on which article or product; which e-mails are more attractive and have a higher click-through rate, etc.
- Create content that aligns with the analyzed dataWhile creating the content, incorporate elements that will make the message seem more natural – use a conversational tone or the customer’s first name or colloquial terms and phrases – and invite your customers to research and understand more about you. Once the general framework is formed, use the customer’s available data, such as purchase history, queries and concerns, website behavior, and work with it to personalize the message so that more value is delivered to them.On the other hand, you must also refrain from over-relying on the data. To achieve the perfect balance, merge the data-driven content with creative solutions that are obtained from the insights into customer behavior.
- Convey the content appropriately
At the end of the day, it won’t matter how good your content is if you fail to properly deliver it to your customers. Track your customer’s interactions with your business, and note down when, where and how they choose to do it. Doing this lets you avoid missing out on potential message delivery and makes it more likely to get a chance to convert them into a long-term customer.
Recognize the social media platforms – such as Twitter, Facebook, Pinterest, Snapchat – that are most frequented by your customers, and when they are most active on it. Also, keep track of any global events related to your business, gauge customer reactions from them and determine when the iron is the hottest.
- Track and measure the content effectiveness
Every company must realize that a making a relationship with a customer is not a one-time thing and that everyone must work proactively to keep their customer engaged and interested in the company. To do that, you must set up a system that frequently obtains feedback from the customers so that problem areas can be quickly recognized and tackled as swiftly as possible. This not only allows you to create better content but also improves the customer experience and satisfaction.
For example, by using analytics software, you can track if you have delivered the most optimum content though the correct marketing channel – your customer base might be more concentrated on Twitter, but your efforts might be directed primarily towards Facebook. This can change by properly analyzing the post-delivery data.