Okay, before you run off for that well made coffee, take a note that this is not simply another one of those content strategy articles. Well, yes, it is about content advertising strategy, however it looks at where you are doing it wrong. Inquire yourself something - Why are you creating the content you are creating? How are you calculating its effectiveness?
B2B marketers have, for long, tried to find that perfect magic formula of techniques and channels to use to achieve success in connecting with the customer. Forrester has confirmed through research, in its recent report on the state of B2B marketing mix, what the marketers have kind of suspected all along
In recent times, the role of marketing in influencing business decisions at the highest levels has only become more pronounced because of the direct connect the marketers have to the consumers. With the explosion of media and distribution channels, the scope of marketing has gone through the roof. Chief Marketing Officers can no longer afford to remain merely marketing gurus; they need to give marketing a new attitude and turn it into a powerful engine for growth, in the process, charting a roadmap for themselves to the CEO position.
For long, advertisers have used Maslow’s hierarchy to dictate the abstraction at which they need to write adcopy. While Sprite quenches thirst (physiological), Coke opens happiness (self-actualization). If Rolls Royce Phantom exudes luxury (esteem), BMW is driven by heart (self-actualization).
What is your Customer Relationship Strategy?
Think about Pepsi. Would you ever follow their blog? What about your favorite shampoo? Would you religiously follow their Twitter updates? If you answered yes to either of the questions above, why would you do it? Some of the reasons I can think of are: