From Bengi Tozeren
What is the best way to register your brand in the mind of ‘ever-connected’ customers already flurried with innumerable brand value propositions? How do you differentiate your stories so that they have a cutting-edge and a better retention value?
Social CRM (sCRM) and content marketing collide in many contact points and channels. The storytelling starts with knowing how the customers feel, what they want, and what they think of the brands. Social CRM is used to create compelling bulk mailings, newsletters. The marketing professionals use sCRM to get their brands on top of the search results by creating constant and consistent presence on social media. Storytelling leads the way of cold calling, direct marketing, social media marketing and much more. Social CRM delivers surveys and polls (check out poltio.com). Information is found even with real time tools, digging up a digital chat conversation and even from comments, compliments, and complaints in real time. The end product is a distilled content for repurposing and storytelling.
The content should be able to cover buyer journey from all angles and at each stage – including challenges and pain points, awareness of your brand, preference for the content type, relevant tactics to cater to the preferences and challenges and finally the decision-making approach. This detailed covering will help you prevent any gaps in the marketing strategy. This is how journey mapping will help the content marketing team to achieve better outcomes:
The visual data helps to understand real-time experiences and identify issue better. The content creators today focus on creating visual stories where the content is well-supported by videos, infographics, images and data.
The exercise helps to reframe experiences to influence or modify customer behaviour in an all-encompassing way.
Real-time data allows the teams to connect and re-align strategies around customer interests – the main focus for any marketing strategy.
Journey mapping also pinpoints any glaring gap that may impact the efficacy of the marketing initiative.
So, what do you think will work best for your content marketing plan? How do you make sure it has covered balanced content and tactics to achieve your business goals?