Content can serve many goals but customer engagement is nearly always your goal. In a recent whitepaper, ‘Authority leadership marketing’, GlobalFluency, looks at how to make content the cornerstone of customer engagement. Listening and relevance play an essential role in using content for customer engagement as you will discover in this blog post. An overview.
GlobalFluency uses cases of a few leading B2B firms, including Intel and Symantec, to illustrate the importance of relevant content for customer engagement.
They are all B2B companies that seek to connect and engage with their markets using more relevant content delivered in digital formats and channels. The key to that relevance? Customer-centric content.
Boosting content marketing ROI: stay away from self-serving messages
Customer-centricity and relevance go hand-in-hand and are essential characteristics of content for customer engagement.
To become thought leaders, knowledge brokers and insightful publishers to build rapport with target audiences, businesses must pay more attention to content marketing performance, GlobalFluency says. The goal is to create strategic conversations with decision makers and influencers to acquire leads, build trust and shorten selling cycles.
Content marketing ROI is based on these and other outcomes. As interesting content is one of the top three reasons people follow brands on social media and an essential driver of engagement, it should not focus on self-serving messages. Relevance is king because customer and context trump content as such.
Content needs to engage so build a content strategy around customer engagement as a key goal.
Getting started with content for customer engagement
Content for customer engagement means listening and speaking to relevant themes and topic areas. Whether it concerns content production, content curation or other aspects of your content strategy: customer engagement always depends on the customer-centricity of the content you provide.
Combine this with the simple fact that relevance drives consumption and is the essential attribute B2B marketers must deliver in order to be successful in content marketing and the conclusion is clear.
Peer advice, affinity networks and a strategic advocacy agenda are crucial when defining an effective content marketing program whereby content for customer engagement is the goal. And isn’t customer engagement and the resulting actions always the goal of marketing and thus content marketing?
In the whitepaper, GlobalFluency looks at how to get it done, using the examples of the mentioned B2B firms. You can get it here (registration required).
Below are some more “visual” takeaways from the whitepaper.