The Art of Content Strategy

Content Strategy 2

For years we have known that Content is King. More recently (our current Social (R)evolution), we have engaged Content in a different place. Namely, at the intersection of Search and Social.

Sometimes we shy away from content because we don’t understand its hierarchy in our attempts to captivate and intrigue the customer. Traditionally, content is for publishers. However, by having a website automatically makes us a publisher. We need to think as a publisher and act as a publisher. Our audience thrives on content. Relevant content, refreshed on a regular basis is a necessity. No news is actually bad news.

Content has re-emerged as the marketing go-to superstar in the social world we live in. Yet so many companies do not have a Content Strategy. First we have to agree on what a Content Strategy is all about. To me, it is simply stated as “getting the right stuff, to the right folks, at the right time, in the right channel, on the right device”. Easier said than done. The customer is at the epicenter of the universe attacked by a non-stop barrage of whirling junk debris and we as customers have become smarter and do a decent job of avoiding this clutter.

How do we avoid being part of the clutter? Embracing the “getting the right stuff, to the right folks, at the right time, in the right channel, on the right device”  definition, where do we start ?

We start with customer insights. Understanding needs and wants and delivering a ‘sensing and serving’ approach to the customer. As seamless as possible. Data driven. Relevant, timely and personal. A good Content Strategy will extend the Life Time Value of your customers.

Successful Content Marketing is developed by organizing your customers into clusters or persona’s. This allows us to message appropriately. It keeps our eye on the ball and we can build Objective Profiles that relate to your defined customer group(s).

As we gain insight from this defined group we determine the triggers that will drive them to (as an example) your website. The goal here is to get your product or service, your destination or hotel, on to the radar screen and in to the consideration zone. But first we need to intrigue them with relevant content to fuel their planning and ideation process.

We should learn the timing of this from insights gained from the characteristics and behavior patterns of the defined group. Maybe even overlaid with transactional data.

Next develop your Communication Calendar. The Communication Calendar should again be driven by data insights. Preferably triggered by the customer as opposed to “Spray and Pray”. If you have specific events, make sure that you have created the persona group that will improve response rates and conversion. Remember the mantra “getting the right stuff, to the right folks, at the right time, in the right channel, on the right device”.

You are now ready to share your content. Make sure your content is the right content for the defined group. Is there anything missing? Do you need to grab additional content. Does the content fit the group. As an example, mountain biking content at a resort might not fit a customer group composed of Boomers. (Although a number of Boomers do enjoy mountain biking).

Today’s Über-Connected consumer can reach you from a multitude of channels and devices. Your content strategy should identify the various customer touch points. This requires some creativity in repackaging your content in to something that looks new and fresh. As an example; a series of top notch consumer generated themed photos collected over the last few months repackaged to tell a themed story. All content shared should be classy, polished and compelling. And remember that the first point of contact is likely to be mobile. Make sure you content renders well in this environment.

As you define your Content Strategy ensure your framework has good metrics. If you can’t measure it seriously consider it being part of your plan. What can’t be measured normally doesn’t get funded.

Another major reason for a Content Strategy (as if we needed another reason) is the continually changing algorithmic playing field from Google as they continue to tinker with their search bots. We have witnessed Google give content a higher priority over keywords. Cramming keywords in to posts and messaging doesn’t cut it anymore. We should be more concerned about the topic searched and make sure it is found in an authoritative and naturally flowing content. This landscape will be in continual flux as Google’s encrypted organic search keyword algorithms change in future updates.

Bottom line is that consumers love content, fresh compelling content…and so do Google bots.

So, let’s head in the right direction at the intersection of Search, Social and Content or you could be headed down Lonely Street and checking in to Heartbreak Hotel.

heartbreak-hotel

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The Art of Trust

Trust

The story goes something like this….Need to plan a weekend trip….I have selected my destination and now I quickly look at TripAdvisor to read reviews on the hotels I am considering. Reviews from strangers that lead us to make a purchase decision. The power of social media, content and search…all wrapped up with a nice little bow. We trust strangers’ reviews, but ultimately it’s TripAdvisor we trust. It is TripAdvisor that, over time, built and earned this trust.

How did TripAdvisor gain this incredible trust factor? Trust builds better and faster results. Everyday new businesses emerge all focused on speed to market. But without the trust factor many are doomed. What should we be doing to build trust? Consider these ideas to get you started.

1. Keep it Personal
Treat your customers as individuals, which they are. Mass marketing died in the last century. Mass personalization took over. The more you can personalize and individualize the customer experience the faster you will win their trust and their business. Take a look at yourself. What do you think others would say about you? Are you sincere, reliable, respectful and dependable.

2. Transparency
Being open and honest will stand you in good stead. You don’t have to remember lies or half truths. Keeping honest is much easier than the alternative. If something goes wrong admit it and resist the temptation to spin. You will get found out and it is difficult to climb out of that slippery hole you dug for yourself.

3. Clarity
Has somebody ever said to you…”Well, technically…….” and whatever follows you know is a spin. You have be straight forward and squeaky clean to quickly gain trust. Use language that is unambiguous. Language that cannot be misunderstood. It is not as easy it sounds.

4. Talk the Talk and Walk the Walk
The cliché has been around a while but its message is extremely relevant in building trust. Always deliver on your promise no matter how small or how big. A wedding vow is a huge life altering commitment. Honoring your commitments in business is a significant factor that builds an incredibly strong reputation. Good reputations travel fast these days due to the viral dynamics of our social networks (i.e. TripAdvisor) further cementing and building trust driven by an independent social army.

5. Integrity
Being responsible and accountable will go a long way in building integrity. Integrity is one of the key pillars of trust. Having integrity in business means that you have values and guiding principles. Nordstrom’s taught the world about integrity and values. They built fiercely loyal customers because Nordstrom’s listened to them and served them, no matter what. Integrity is a passion. It is part of the Brand personality.

We recall Robert De Niro and the Byrnes family Circle of Trust from the 2000 movie Meet the Parents. As De Niro explained to Ben Stiller, and I paraphrase…… “If I can’t trust you, then I will have no choice than to put you outside the Circle of Trust and once you are out Greg, you are out, and there’s no coming back. You will never get back in.” In business, as in our personal lives, trust takes time to build but can be shattered in a New York minute.

Trust recovery is painful and never easy but if you find that you have over committed or cannot meet a promise or deadline, be the first person to immediately communicate the problem personally, apologize face to face or at least over the phone. Never with an email. Make a new promise and be 100% confident that you can keep that promise “as advertized”.

It’s no wonder there are many companies that have built a business around Reputation Management! Much needed by businesses like AIG, BP, Goldman Sachs, and a longer list of celebrities such as Charlie Sheen, Pee Wee Herman, George Michael, Hugh Grant, Paula Deen, Tiger Woods, Lindsay Lohan, Lance Armstrong…OK enough, I hear you say (as you add more to this list.)

You can trust me when I say that it is better to actually demonstrate trust than talking about trust. Trust, after all, is earned and needs to be part of your DNA.