Marketing in 2024 and beyond
In 2024 it'll be more important than ever to craft content that truly clicks with your audience.
And based on what I've seen in all my years as a Marketer, this seems to be one of the biggest challenges out there.
I was fortunate enough to stumble upon the solution early in my career.
In the current political, financial, and digital climate, nobody can afford ineffective marketing.
So I wanted to give you my approach to customer-centric marketing as a late Christmas present of sorts before the new year begins...
To engage, YOU need to understand your customers and their needs.
Other people in the org understanding them doesn't cut it.
You need a tidy document with all the insights about the customer type you are making content for.
A document so good it lays the foundation for your persona's content strategy.
So how do you fill out the document? Put on your Researcher's Hat, and:
- Ask sales for input
- Ask product for input
- Ask customer service for input
- Ask other customer-facing coworkers
- Interview industry experts
- Do a keyword analysis
- Find out who they follow online
- Find out what they talk about online
- Find out about the trends they care about
- Look at your competitors
- And, dare I say it!? Talk to customers! 🖐🎤🔥
During this process you'll stumble upon a pile of content ideas, but don't go publishing just yet!
When you've gathered all this knowledge it's time to shape it into a content and distribution strategy that mirrors the customer journey.
When you have this, you know how to engage with the given customer type in their different journey stages.
Now you are ready to create a content calendar that engages people and helps them move to the next stage in their customer journey.
This is not magic, secret knowledge. This is a proven process you should implement if you are not effectively reaching and moving your ideal customers.
Is it always linear? Will you always be right? Of course not, so keep that Researcher's Hat on!
If templates are needed, let me know in a DM 💌