Why technology is key to your content strategy
In this blog I will seek to explain why technology is key to your content strategy.
When it comes to great comedy timing is everything, it can be the best joke but if it’s delivered all wrong it’s just not as funny.
The same can be said for your content marketing efforts; deliver the wrong message at the wrong time and it just won’t be as effective.
An example of this is ensuring you understand your audience, is everyone who engages or is a recipient of your content ready to buy right now? I doubt it! So providing them with content on how save 10% on your service if they buy today is a little lost on them unless that 10% is really significant in the grand scheme of things.
It’s important to realise that not everyone wants to buy your product or service today or even ever and that’s ok. There are people though who are ready to buy and maybe have another question or need that nudge to tip them.
This is why buying personas are really not that helpful in content marketing as they assume everyone wants to buy now. Now there are some people who do, but understanding your buyers journey and what stage people are at is more useful than just concentrating on those that are ready to buy. Instead enable more people to want to buy when they want.
Using technology to get insights into who is downloading and consuming what data and when helps give you the data you need to segregate your data and then provide relevant content for those people.
For some small business owners just knowing who is potentially interested in their product of service is a huge insight alone.
Today’s consumers are smart and savvy and connected. They will research everything before they buy and its up to you as a brand or an agency on behalf of your clients to control that journey and experience as best you can.
If you do not provide the answers to the questions consumers have or provide the useful and valuable insights they seek, someone else will, a competitor or even a customer.
So what kind of information does your audience want and when? Invest into software that gives you insights into your audience and what they are consuming and when and then you can control the message and delver timely relevant content.
Ensure you take the time to understand any investment into technology you do make sure you always think about your audience’s experience.
I recently purchased a coat from a well-known internet brand. They had the right product and although maybe slightly more expensive than elsewhere I was comfortable knowing this brand would still be here in a few weeks time.
However since buying the coat which was delivered next day and I was greeted with a nice call to tell me when it would be delivered. All good so far, Everywhere I go online now I am shown adverts of the same coat from the same company asking me if I want to buy! I am already a customer who purchased that item from them? I have even been offered a discount if I want to buy now! This is a classic case of poor re-marketing.
How does this make me feel? Like I am another cookie to them! They have not taken the time to ensure that the technology in place knows I completed that transaction and therefore don’t need to be sold the same item again. Not only is it poor it cost them money so its stupid too.
Are you sending the relevant and timely messages to your prospects and customers?
Do you have any idea who is consuming your content so you can do something about it.
Having data is great if you do something with it that will enhance the experience you provide.
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Author- Speaker - Consultant. Passionate about all things digital.