3 Things Your Content Must Do
- Janet Dulsky
- May 28, 2015
- 2 min read
Once you have mapped your customer’s journey, remembering that each customer’s actual journey will be slightly different, you can turn your focus to helping make that journey as simple and easy as possible. Do that and your customer will reward you with their business. Do that over and over and your customer will reward you with their loyalty, the holy grail for any business.
As part of the process of mapping out your customer’s journey, you identified the pain points that drive them. Now, gather together your most creative folks from all parts of your organization and brainstorm ways to ease their pain…even if those ways have nothing to do with your product or service. Let me repeat that. Even if those ways have nothing to do with your product or service. That may sound blasphemous, but it’s not. It’s exactly what one of the most well known and venerable brands in the world, Disney, does. And, you should too.
What Is Good Content?
The Content Marketing Institute defines content marketing as “…the art of communicating with your customers and prospects without selling…Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent…Good content marketing makes a person stop…read…think…behave…differently.”
So good content does three things. It:
Doesn’t sell
Makes your customers smarter
Is what your customers want
Doesn't Sell
On Disney.com, you can learn how to make an Elsa (the heroine from the movie Frozen for the uninitiated) paper doll with a printable doll template and simple step-by-step directions. There are no pitches to buy the movie DVD or visit the park. Just the information you need to make your Elsa doll.
Makes Your Customers Smarter
Interested in the origins of the upcoming Disney movie, Tomorrowland? Or the best places to see the Disneyland fireworks this summer? Or looking for a great deal on Disney merchandise? Check out the Disney Insider blog. It’s filled with information that will make you smarter.
Is What Your Customers Want
Music tracks, videos, news, and interviews from all the teen Disney heartthrobs are available on Disney Playlist. From the Top 5 Moments of the 2015 Billboard Music Awards to Sabrina Carpenter music videos. Music is a big part of any preteen and teenager’s life, and Disney gives them access to lots of music information they find interesting and engaging.
So remember, good content does three things. It:
Doesn’t sell
Makes your customers smarter
Is what your customers want
Ann Handley says it best when she says: “Write what your audience would thank you for.” What content have you created that your customers would thank you for?
Picture by Joe Penniston
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