CONTENT THAT IS
TRULY AND TOTALLY
If the content is not useful
customers will not engage with it.
Use employee generated content - content
created using feedback from the customer
service department on commonly asked
questions - to generate highly relevant (and
useful!) blog posts.
GIVE PEOPLE CONTENT
THAT IS HIGHLY
No more ‘Dear [insert
name]’ email sends and
hope for the best.
Tap into the data and
tailor your content
Content does not exist in a single
channel or as a single campaign.
The best campaigns feed off each
other and encourage dialogue
They are eminently sharable and
live on beyond an initial release
Content not the product of a single
Many inputs e.g. Advertising, social,
email automation, customer service
Winning campaigns encourage
sharing and interaction
Results in trackable, measurable
Have a definitive goal in mind e.g.
Add value by harnessing customer
groups and interests
Authenticity and legitimacy are
IS THE FUTURE.
If you want people to see and engage
with your content, tailor it specifically
Content marketing is increasingly dominant, but with so
much content out there marketers run the risk of their work
being lost in the crowd
It’s vital to provide content that is truly useful to the customer
Higher degrees of personalisation are also crucial to
grabbing audience attention
Novelty and fresh approaches help to keep content relevant
Successful content marketing is multi-channel, multi-
discipline, intelligent and authentic