I love and am always reading up on content marketing (or pretty much anything else to do with marketing) and I started to notice a common theme. There is a common theme for which all of your content should be based on and that is:
Yup, that’s it. What is it? Empathy is about vicariously understanding your audience and working hard to serve their needs.
“Seeing the world through the eyes of others gives you a competitive advantage because so few businesses have a disciplined method for doing so.” – Brian Solis
Ain’t that the truth! Preach on Brian!
So the next time you revise your customer journey map make sure its based on empathy journey mapping and I believe you will start seeing the results within a couple of months. Empathy isn’t cheap in this age of content shock. If you provide it to your audience in an honest way you will become more valuable that you ever thought.
Manpreet Jassal (@mjassal)
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Loved this by Seth Godin talking about intuition…
“That’s what people call successful decision making that happens without a narrative. Intuition isn’t guessing.
It’s sophisticated pattern matching, honed over time.
Don’t dismiss intuition merely because it’s difficult to understand. You can get better at it by practicing.”
Very cool post because I always that it was a lot more guessing and just going with your gut. I love the way he put it calling it “sophisticated pattern matching, honed over time”. Think about all of the great business and marketing leaders you know and you start to see a lot of pattern matching.
Thank you Mr. Godin.
If you grew up in America, you know how great Benjamin Franklin was. He was a leading author, printer, political theorist, politician, Freemason, postmaster, scientist, inventor, civic activist, statesman, and diplomat. Now we can add Content Marketing leader to that list. What is Content Marketing? According to the Content Marketing Institute, here is the definition:
Content Marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
Benjamin Franklin a content marketer? You think that’s a stretch? I’m I just going crazy? Maybe. But let’s take a look at one of his most famous sayings and break it down from there:
“If you would not be forgotten. As soon as you are dead and rotten, either write something worth reading or do something worth writing”
- Create such good content for your company that you will never be forgotten and people would want to come back day after day to consume more of it.
- Create such a good experience that other people will write about how great you are (earned media). No company wants to be forgotten, they all want to stay in business forever and grow mindshare.
Bottom line: Be like Benjamin Franklin and start creating things (great content) people will want to write about or start doing things (customer experience) worth talking about!
Manpreet Jassal (@mjassal)
I am a huge fan of the Content Marketing Institute (CMI) and I believe that Joe Pulizzi and Robert Rose have been doing a phenomenal job of bringing insightful thought leadership around content marketing to marketers around the world.
I was reading a blog post on their site last week and they were interviewing Robert Rose and it gave me one of the wisest, most sound marketing advice I have ever heard. Just to let you know Robert Rose is the Chief Strategy Officer at CMI and he was talking about his new book coming out called Experiences: The 7th Era of Marketing.
They asked him what was the most valuable advice you have given personally or professionally? He told them that his grandfather was a wealth of information and advice and years ago he shared this wisdom with him:
What experience have you created for somebody lately?
After I read that I thought to myself wow I can’t believe how amazing this is! I paused and thought about it for a minute. You can use this advice for so many areas in your life not just marketing. But since I had my marketing hat on (or turban) this is probably the best marketing advice I have ever heard.
Every day that goes by marketing now is becoming more of a customer approach, experience and service than just advertising. The way people want to be approached, engaged, acquired, and retained all relates to the experience your brand provides for them. Take any brand in the world, when customers think about them they relive the experience in the mind. Our job is to create the best possible experience we can through all the channels available to us in this digital business era. Going through that experience you learn a lot about yourself and your business.
My Instant Change: The steps I now take in formulating my marketing strategies should have a great and meaningful answer to the question “What experience have you created for somebody lately?”
Thank you Robert Rose’s grandfather!
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- Tagged advertising, advice, agency, b2c, brand equity, branding, career, communication, Customer Experience, digital, digital marketing, marketing, Social media
I love Mark Twain.
There are so many quotes by him all over the internet but this one really resonated with me. When you actually find out why, your life changes instantly.
Posted in advertising, inspirational, marketing, quotes, twain
- Tagged advertising, advice, author, brand equity, branding, business, career, communication, life, love, passion