Serial entrepreneur Gary Vaynerchuk once said, “Content is king, but marketing is queen and the queen runs the household”. We couldn’t agree more! You may have amazing things to say, but it will fall on deaf ears if you’re not saying it in a way that truly engages. Your content has to bring value to your listener and therefore has to be repackaged to be relevant to their specific wants and needs and where they’re at in their journey with you. And for this, you need customer context. But who has time for that?
In marketing, flexibility and autonomy are the name of the game. Marketers have to be able to engage with a multitude of personas via a plethora of content types, across a sea of channels.
However, in order to meet KPIs, the time-poor marketer often finds themselves simply copying and pasting the same short-form content across every digital marketing channel, often at the expense of higher-value long-form content. They simply don’t have the time to be dealing with a menu of best-of-breed solutions that can’t talk to one another, or processes so complex that developers are required to get a simple landing page or contact form published on the website. They barely have time to create the volume of content they need from scratch as they have to work at the speed of now if they’re to engage customers with valuable and relevant content.
That is why intuitive, easy-to-use technology, like low-code no-code drag-and-drop interfaces and composable content have revolutionized marketing. Composable content brings multiple data sources under one umbrella, and the modular approach breaks longer pieces of content down into smaller ‘building blocks’ for repurposing later. The marketer can then simply compose new content from existing content building blocks.
That’s great! A massive time-saver! But the snag with this approach is that these building blocks have virtually no association with their original or destined context, and therefore provide the marketer with no understanding of where it fits into the wider customer journey. Understanding customer context is key to delivering the right message at the right time as it ensures content contains the most appropriate and most helpful message for where the customer is in their relationship with your brand and that it is fitting for the channel it is being used on.
So, how can marketers ensure highly effective context-appropriate content while leveraging the power of composable solutions?
Our whitepaper “Content respect or content madness?” delves into how to best set up your digital content solution so that you’re not just using, but actively leveraging your customers’ context to produce highly relevant and powerful content that guides customers through the funnel and supports their entire lifetime with your brand.
We explore what content (across a variety of different lifespans) really is and why customer context is so crucial to messaging. We explain how composable content works and lay out the key advantages and drawbacks of the modular approach. You’ll get six important considerations for effectively ensuring your composable content is customer-context appropriate, and some recommendations on tools and tips for executing this efficiently and effectively.
If your marketing team is to deliver engaging right message-right time content at the speed of now, then you’ll want to make sure you’re building these essentials into their process:
- Visualizing and planning the customer content experience
- Assessing your content mix and defining your composition requirements
- Addressing content inefficiencies and duplication
- Maximizing the reuse potential (and value) of your content
- Leveraging automated marketing processes
- Analyzing and optimizing content performance
Download our whitepaper “Content respect or content madness?” and start building customer context into your composable content.