Effective content strategy guided by the SAVE frameworkPresentation Transcript
Effective ContentStrategy Guided byThe SAVE Frameworkby Nenad Senic, Zemanta
The SAVE frameworkas described in the HarvardBusiness Review magazineis a perfect guideline for yourcontent and marketing strategy.
The SAVE frameworkcan be a centerpiece of yourcustomer-centric strategy.
The SAVE frameworkis a shift from the traditional 4P’s marketing model as it canbetter serve B2B marketers.
The SAVE frameworkfits like a glove to yourpublishing strategy.To attract your prospects/customers, to retain them, to make yourcontent valuable and sharable, you should follow the SAVE framework.
What is the SAVE framework?The emphasis from the 4 P’s model is shifted fromproducts to Solutionsplace to Accessprice to Valuepromotion to Education
How the SAVEcan guide your content strategy...
Instead of product, focus on SolutionThe SAVE framework says, “Define offerings by the needsthey meet, not by their features, functions, or technologicalsuperiority”.Therefore, your content strategy must be customer-centric. Ask yourself:• Who are your prospects/customers?• What are their main pain points?• How can you help them live/work better?Through helpful and relevant content help them learn the benefits of yourproducts and services.
Instead of product, focus on SolutionThe SAVE framework says, “Develop an integrated cross-channel presence thatconsiders customers’ entire purchasing journey”.This is about knowing where your prospects/customers hang out and whatexactly they’re doing there. Your brand should be accessible there.Access is about the integration of all channels and tools available to you that arerelevant to your prospects/customers.For example, what are you trying to accomplish by your presence on Facebookor with a blog, etc.? And what kind of content and engagement should youexpect on each and every channel you use?
Instead of price, focus on Value.The SAVE framework says, “Articulate the benefits relative to price, rather thanstressing how price relates to production costs, profit margins, or competitor’sprices”.Your prospects/customers need to sense that your content is valuable to them.According to Sharon Tanton, valuable content is:• Helpful – It makes a difference, it answers a genuine question.• Entertaining – Provokes a reaction. Smile, laugh, or think – people respond toit and want to share it.• Authentic – Genuine and original. Written from the heart, it tells a story thatpeople understand and respond to.• Relevant- It is rooted firmly in the client’s world, it makes perfect sense.• Timely – it is sent out at the right time, it hits the audience when they are mostreceptive.
Instead of promotion, focus on Education.The SAVE framework says, “Provide information relevant to customers’ specificneeds at each point in the purchase cycle, rather than relying on advertising,PR…”According to Marcus Sheridan, content marketing is about educating yourprospects/customers, “We’re just teachers.”Therefore, do just that. Answer your prospects/customers’ questions. As Marcuslikes to say, if they ask, you answer.Ask everyone in your company who is in contact with your customers (in thecalling center, the sales department, the lost & found department, etc.) to writedown any questions your prospects/customers may have, no matter howinsignificant they may be.
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