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Aug 31 2017
A study from Conversant showed that 65% of consumers are fed up with irrelevant content.
I personally find it amazing on digital marketing how many brands and platforms can’t seem to get their targeting down.
It sometimes surprises me that still, after we have come so far in digital marketing we can’t get relevant content.
Irrelevant content is caused by a few things – mostly poor content and poor targeting. The goal of your digital marketing strategy should be to get the Right Message to the Right Person at the Right Time on the Right Channel. Sounds simple right?
We really need to shift our thinking vs. a traditional mass marketing approach.
In training brand marketers on digital marketing there are three big issues that can easily fix the content relevance problem.
This is also the #1 rule of sales – think in terms of the benefit to the audience, not yourself if you really want to break through.
A clear content strategy means that you know what you will post and why.
The final big mistake is not targeting in a smart way. Target smartly so that you get the right message to the right person. Use customization and personalization to really make your messages hit home.
In digital we can still gain mass reach but with personalized messages for different target audiences. Eliminate the waste from your media budget by reaching the right people with the right message.
Start your Content Strategy with Consumers, not Marketing
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