Experts in a particular subject tend to think that current and prospective customers share the same interests and mindset as their own – which could not be further from the truth. Experts are often so aligned with their products or services that they tend to overlook the main reasons customers buy or make use of them to begin with. It fascinates me at times to compare their perspective with the market’s take on the very same subject.
Content marketing is completely different from a product or service manual. It is not about telling customers what they need to know about your product, but rather about engaging current and prospective customers in an honest dialogue that will keep them satisfied and loyal to your brand.
Businesses should never confuse content marketing with the FAQ page on their website. Instead, they should align their marketing, sales and product/service development teams to develop engaging marketing content that speaks to the knowledge and expectations of their target market.
In a world highly influenced by consumer preferences, it is strategically prudent to be in close communication with your market in order to better understand their needs. Be absolutely certain that your content marketing is speaking directly to customers in language that they can understand.
Cíntia Miranda is the president of Pulse Marketing Agency. Learn more about her work at www.pulsemarketingagency.com.