How To Meet Customer Information Needs

Today, there is a cry not so much for more information, but information that is accurate and relevant to one’s needs.

The fact is people are currently loaded and bamboozled with information of all sorts and from a multitude of different sources.

A major contribution to this information explosion is technology and the Internet in particular

One could argue that today we suffer from a data glut and lack of information of the right kind.

Photo Credit: Tomwsulcer.
Photo Credit: Tomwsulcer.

The truth is any marketer who is seeking to capture the attention of customers must adapt quickly to the trends and dynamics of an ever changing market place.

Moreover, a marketer must seek to meet customers at that point of the meeting of the minds that is the place where customers congregate, their area of interest, focus, and attention.

Today, this has given rise to the buzz word key term Content Marketing. It is defined as “a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

Now, the question becomes, how does one drive content marketing to ensure that customers are consuming and digesting the information of the right kind?

Here are some suggestions:

1) Create an information wow effect

Customers want information that brings solutions to their problems as well as meet their needs.

Therefore, one must ask whether the information is relevant, reliable, and valid. Is it entertaining, interesting, or appealing? Will it make a meaningful difference to my customers?

2)  Meet customers where they congregate

The saying “social is how people hear about you. Search is how they find you. Content is how they qualify you,” should not be lost on the savvy marketer.

The goal must be to meet customers at that point where they congregate and share as well as where the greatest impact can be made.

Are you in the customer’s zone when he or she is seeking for information?

The bottom line is to ensure that customers have a positive experience and take away from the information provided.

3) Create customer focused content

A rich content fed customer will not only be one that is contented and happy, but also loyal and supportive. Ultimately, one should seek to build content that generates value.

The information should be intelligence driven and applicable to the needs of customers, if not, customers may never return to do business with you.

4) Build unique content

Unique content allows for a competitive edge and positioning. A “me too” position in today’s market place is courting disaster as this will only serves one’s interest in the short term.

The greater the difference in one’s story and style is the more compelling appealing, and unique it will be.

It is important to seek to create a unique selling proposition in an environment that is not only moving at a rapid pace, but also is always looking for something different.

Yvad Billings, Readers Bureau, Fellow

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