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Effective content strategy guided by the save framework

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Effective Content 
Strategy Guided by 
The SAVE Framework 
by Nenad Senic, Zemanta
The SAVE framework 
as described in the Harvard 
Business Review magazine 
is a perfect guideline for your 
content and marketing strategy.
The SAVE framework 
can be a centerpiece of your 
customer-centric strategy.
The SAVE framework 
is a shift from the traditional 4 
P’s marketing model as it can 
better serve B2B marketers.
The SAVE framework 
fits like a glove to your 
publishing strategy. 
To attract your prospects/customers, to retain them, to make your 
content valuable and sharable, you should follow the SAVE framework.
What is the SAVE framework? 
The emphasis from the 4 P’s model is shifted from 
products to Solutions 
place to Access 
price to Value 
promotion to Education
Ad

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Effective content strategy guided by the save framework

  • 1. Effective Content Strategy Guided by The SAVE Framework by Nenad Senic, Zemanta
  • 2. The SAVE framework as described in the Harvard Business Review magazine is a perfect guideline for your content and marketing strategy.
  • 3. The SAVE framework can be a centerpiece of your customer-centric strategy.
  • 4. The SAVE framework is a shift from the traditional 4 P’s marketing model as it can better serve B2B marketers.
  • 5. The SAVE framework fits like a glove to your publishing strategy. To attract your prospects/customers, to retain them, to make your content valuable and sharable, you should follow the SAVE framework.
  • 6. What is the SAVE framework? The emphasis from the 4 P’s model is shifted from products to Solutions place to Access price to Value promotion to Education
  • 7. How the SAVE can guide your content strategy...
  • 8. Instead of product, focus on Solution The SAVE framework says, “Define offerings by the needs they meet, not by their features, functions, or technological superiority”. 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 your products and services.
  • 9. Instead of product, focus on Solution The SAVE framework says, “Develop an integrated cross-channel presence that considers customers’ entire purchasing journey”. This is about knowing where your prospects/customers hang out and what exactly they’re doing there. Your brand should be accessible there. Access is about the integration of all channels and tools available to you that are relevant to your prospects/customers. For example, what are you trying to accomplish by your presence on Facebook or with a blog, etc.? And what kind of content and engagement should you expect on each and every channel you use?
  • 10. Instead of price, focus on Value. The SAVE framework says, “Articulate the benefits relative to price, rather than stressing how price relates to production costs, profit margins, or competitor’s prices”. 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 to it and want to share it. • Authentic – Genuine and original. Written from the heart, it tells a story that people 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 most receptive.
  • 11. Instead of promotion, focus on Education. The SAVE framework says, “Provide information relevant to customers’ specific needs at each point in the purchase cycle, rather than relying on advertising, PR…” According to Marcus Sheridan, content marketing is about educating your prospects/customers, “We’re just teachers.” Therefore, do just that. Answer your prospects/customers’ questions. As Marcus likes to say, if they ask, you answer. Ask everyone in your company who is in contact with your customers (in the calling center, the sales department, the lost & found department, etc.) to write down any questions your prospects/customers may have, no matter how insignificant they may be.
  • 12. Brought to you by Let us know how we can help you Tin Dizdarevic, Publisher Development Director, Zemanta E: tin@zemanta.com, T: 646.207.4636