Marketing and sales have evolved over the past few years in response to the ability for consumers to research products and companies. Consumers are increasingly looking for value and evidence that you can actually deliver on your brand promise. Authenticity is everything - companies have to prove they can add value. Over the last 12 months we’ve helped Dell to launch thinclientbenefits.com. Using Fuel's Focus, Purpose, Value framework we broke the task at hand into these components.
This is how we approached the problem and what we learnt.
Whether your company has a marketing machine of 1 or 100, the principles are the same.
Content marketing is not about “what you sell” it’s about “how you’ve helped”.
Focus on the benefits to the customer, because they won’t care about how many new buttons or shiny features you’ve added. They just need answers to the questions they have. What value are you adding to their lives? People think in binary ways when making decisions, such as ‘what’s in it for me?’
Your company is not in the features business — you’re in the business of providing customer benefits (just like every firm, no matter what the industry).
What’s your content mission statement? What offers will they respond to an what are their needs? Use our value proposition canvas to make it easier.
Renowned as a founder of modern marketing wrote in 1960, Levitt’s quote this still rings true today. We focus too much on the product and not the customer needs. Our job in content marketing is to put the customer front and centre.
“In the ease of electronics, the greatest danger which faces the glamorous new companies in this field is not that they do not pay enough attention to research and development, but that they pay too much attention to it.”
About the author.
Stephen Mead, is a UX & Digital Consultant at Fuel Integrated.