Even though Steve Jobs is gone, Apple remains a premier storyteller in tech. Not every company is ready to emulate this example, but Apple provides a shining example of how to transform product messaging into authentic conversations.
Personalization is, at its heart, simply tailoring a combination of specific messaging and content from a predefined menu.
With the advent and popularity of Artificial Intelligence (AI) and solutions based on it, there’s been a lot of discussion about which jobs will be replaced by increasingly intelligent technology. Previous jobs were eaten by the information age and gave birth to the Knowledge Worker. So what comes next? The Wisdom Worker.
We often talk about sales and marketing alignment, but there’s another alignment that needs to happen: marketing and IT. It would behoove us all to get these disparate departments on the same page.
By combining the talents of many different diverse individuals, from executive to technical staff to content marketing teams, businesses can effectively SEO themselves and position themselves for years or even decades of success.
We can get so caught up in the product and features that we forget who it’s actually for and why they benefit from it in the first place. “It's not about your products first and your company second. It has to be about the buyer. The buyer's at the center of the world." It has to be a marketing strategy based on the experience itself.
As marketers, trying to keep up with today’s fast-changing marketplace can seem like a Herculean task. Not only are there now dozens of channels (everything from traditional print to the wide array of digital channels like social media and email, just to name but a few) but there is often increasing pressure on marketers to bring in more leads with fewer resources. To say marketers are stuck between a rock and a hard place today would be an understatement.
Software providers have responded to the demand of an ever-expanding, technologically evolving marketing realm with “plug and play” marketing solutions that promise to handle everything at the push of a button. It might sound like a dream come true, but is it?
The binge-watching phenomenon has taught cable networks and digital content providers important lessons about customer preferences. The behavioral shift also offers invaluable insights for savvy marketers about messaging, storytelling, and customer delight.
From Content Shock to CRaP--and an all around lack of quality content--the biggest threat to Content Marketing seems to be Content Marketing itself. By identifying some serious issues with the prevailing wisdom about messaging, we can see what we might be overlooking and how we might do better.
By rebranding the city as America’s farm-to-fork capital, Visit Sacramento rewrote its narrative and brought it out of the Bay Area’s shadow. Sonya saw an opportunity to take advantage of the rising popularity of foodie culture while expanding Sacramento’s brand. Most importantly, the shift inspired residents to become brand advocates for their hometown.
Marketers typically don’t think of themselves as storytellers. Creatives? Yes. SEO experts? Sometimes. Wordsmiths? You bet. But “master storyteller” doesn’t usually fall under their job description. Yet that’s exactly what marketers are.
The difference between a drive-by view and a meaningful engagement with your audience is based on the perceived value of the experience—by the audience. Unfortunately, customer experiences are often defined by the experience we want our customers to have, rather than those they expect and need to have with us.
Personalization is all the rage in marketing, and for good reason. In a B2C context like e-commerce, it can dramatically improve shopping experiences but personalization in the B2B world is a completely different animal.
Technology is constantly changing the way we live. From self-driving cars and omnipresent chatbots to automated marketing tools, it sometimes feels like humans are being edged out by our robotic overlords instead of fulfilling "the promise that technology allows humans to be better humans."
When creating relevant, content-driven experiences one of the important steps is mapping—and creating—content for these experiences.
In an age where relevance is not only desired, but expected, we can’t underestimate the value and opportunity this dance with the customer creates. What’s interesting and unexpected, is how this dance becomes a conversation in which your response begins to tell your own story, even while you learn your customer’s.