May 24, 2016

What's The Content Creator's Role in Effective People-Based Marketing?

In a recent eBook created by performance marketing agency, Merkle, the concept, execution and business impact of a strategy referred to as ‘people-based marketing’ is outlined. CEO of Merkle, David Williams, enlightens readers about the different ways that people-based marketing narrows the gap that exists between inbound and outbound marketing strategies so that brands can interact more intimately with niche audiences.

So what’s people-based marketing?

Throughout the text of the eBook, we learn that people-based marketing helps organizations to run more smoothly and effectively by integrating business workflows, intuitive technologies, content channels and data-driven insights. Now, however, let’s discuss the importance of the content creator’s role in this tactic and how content can drive the eventual success of a people-based marketing.

Williams separates a people-based marketing plan into three sections: enablement, activation and transformation. Below are these same three areas of execution, but tailored for a content marketing department’s duties:

 Enablement: The first step in creating an effective people-based marketing strategy involves reflecting on how well you are enabling conversations with consumers. Are you utilizing enough content channels that could allow you to facilitate more interactions with audiences? What are you missing? Perhaps your website isn’t optimized for mobile and you are missing out on building digital relationships with smartphone users. Or, maybe your social media account manager isn’t quick enough to respond and track consumer feedback on Twitter, Facebook or LinkedIn. Create a plan to resolve these shortcomings—by integrating a mobile strategy and hiring an employee who is dedicated social customer care—so that you can open up more avenues for your consumers to interact with your brand on a personal level.

Activation: It’s likely your organization is already using a fully-integrated marketing strategy. However, producing content and then publishing it and distributing it across multiple channels means little if it’s not actively engaging your audience. Content creators ought to gather as much data insights from marketing, sales and customer care teammates in order to impart individualized and compelling content across platforms. Consumers crave immersive and highly-relevant media experiences. As such, content marketers must activate their content by fueling their strategies with impactful information.

Transformation: In order to adapt a truly successful consumer-oriented marketing plan, such as people-based marketing, your organization as a whole must believe in and apply this strategy. For content creators, this might mean that you encourage interdepartmental relationships so that sales, marketing and customer care as well as upper management can discuss insights and feedback garnered from individual consumers. Uniting the organization will not only improve collaboration and communication, it will also help you to create and distribute a higher quality of truly consumer-focused content.

A people-based marketing strategy needs, well, people in order to garner successful results. As such, your organization may need the help of a third-party content strategist to assist with the planning and execution of personalized and relevant brand content. Simply put, when it comes to brainstorming a fool-proof people-based marketing strategy, the more the merrier!

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