Right content – right customer – right time

I came across an infographic from Web DAM Solutions highlighting digital marketing trends expected to be key in 2014.  Of note was their statistic that companies that blog generate 2/3 more leads than those that don’t.  In my mind, this means that for those companies to be successful, not only do they have to create content that matters to their audience, but that content has to get discovered.  Easier to say than do, but we’ve found that working with influential third parties (as opposed to spending disproportionately on advertising, SEO/SEM, or other “visibility” tactics).  is the most cost-effective way to do this.  But that’s material for another post …

In any event, have a look at their infographic and let me know what you think.

Even more interesting was Web DAM’s statement that “[m]arketers will use dynamic content to deliver highly personalized experiences to the right audience at the right time.”  This is essentially another version of a saying we have here at Ivy, that the challenge of 21st-century marketing is to get the right content in front of the right customer at the right time.  The customer may not yet be aware of your company or product offerings; or, they could be actively evaluating your solutions; they might be deep in the sales cycle and ready to make a decision; or, best-case, they’re already satisfied customers and are looking to both repeat their purchase, as well as endorse you to others.

I’ve come across a diagram from Hubspot that covers all of these scenarios but the last one (the so-called “loyalty loop” from McKinsey’s Customer Decision Journey) – have a look at what they call “mapping marketing offers to the sales cycle“:

hubspot content flowchart_transparent



Regardless of where the customer is in his/her stage of the purchasing process (or “decision journey”), it’s imperative to get the right message in front of them, in a format they’ll respond to, and which includes an appropriate follow-on action.  This isn’t terribly easy to do, to be sure – but it’s the way the world works now, given that 55-70% of a customer’s buying decision is now made based on information he or she finds online, well before a salesperson has a chance to get involved.  (That’s from the 2011 Sales 2.0 Conference, which is referenced on slide #13 of this IBM Social Selling presentation.)

Which raises the question … creating the right content for each stage of the sales process is and all well and good, but how to go about getting that content discovered, given that per the above, brands aren’t sought out or relied upon as information sources during the awareness, consideration and evaluation stages?

More on that coming in a later post…

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