Articles

Engage your customers

It’s no secret that if you want to engage your customers, you need customer-focused content. But what does that look like, beyond the format or channel. Sure, social media makes it easier to have a conversation with your customers, and customer-generated content is inherently customer-focused … but what about the copy that your company writes? With our ingrained habits of talking about ourselves, our company, and our key benefits, we’re not always as good at writing from the customer’s perspectives as we’d like.

I think I need a campaign but I’m not sure why

It’s not uncommon for organizations to run with what they’re already comfortable producing. For many organizations, those are campaigns.

For decades, agencies built their empires on the backs of global campaigns for giant brands, so it’s no surprise that, as a marketing strategy, the campaign is alive and well. But it’s more than just tradition. Depending on your business goal, a campaign may be just what the doctor ordered.

Real users can be really tricky

Much of the research that goes into content strategy depends upon our ability to extract from audiences and stakeholders the information we need to make educated decisions. Such is the blessing and curse of user research: it’s based on real users.

Interviews are intended to uncover these insights, but they’re not always straightforward. In fact, they can be very challenging at times. When you’re face-to-face with another person, or even one-on-one over the phone, your presence, voice, and situational context all matter. And then there’s the pressure. If you’re not used to regularly interfacing with people, the stress of guiding a 30-minute (or even 60-minute) interview can seriously impact your composure and ability to focus on getting good results.