We asked Jay Baer, Founder of Convince & Convert, his thoughts on the content marketing challenge of telling a relevant story. Here’s what he told us:
Transcript:
At Content Marketing World 2017, the team at Ceralytics asked marketers to share their biggest content challenges. After receiving over 100 responses, we asked leading content experts to share their insights with us.
One content challenge was “telling a relevant story.” We asked Jay Baer, Founder of Convince & Convert, his thoughts. Here’s what he told us:
“I’m here to solve one of your biggest challenges one of which I understand to be how to tell a relevant story. It’s not just you, I will tell you that all content marketers, including me, tell themselves the exact same lie. The lie that we tell ourselves is that our customers are just too busy. They’re too busy to come to the website, to open the email, to register for the webinar or to watch the video. That’s just not true. Because if a customer or prospect tells you that they don’t have time, what they really mean but will not say, is that the content that you’re creating for them is just not relevant enough. See when you give somebody the information they need, in the format they prefer, when they need it, the time necessary to consume it magically appears. Relevancy is the killer app. Relevancy creates time and attention.
So how do you create a more relevant story? It’s quite simple really, but yet very difficult: You have to know more about your customers than you do today. You have to understand your customers in ways you simply do not today. That may require an offline solution – getting out of the office and actually talking to and interacting with customers. Most marketers don’t really know customers that well, we don’t that much time with customers. Talk to sales, talk to customer service, talk to the people in your organization who actually do interact with customers – you might learn some things about what your customers really need and how to make more relevant content and tell more relevant stories.
The second solution might be to use software like Ceralytics to help you understand what your customers are actually looking for and what type of content is resonating with them today. It’s probably both: it’s probably an offline solution to learn more about your customers and their needs and an online solution to understand what customers are looking for today. That combination of online and offline is how you’re going to be able to tell more relevant stories.”
For more answers to the biggest content challenges, visit https://ceralytics.com/content-answers.
