“If you have a lot of fans and you spread boring messages, your brand suffers. Stand out, or don't bother!”, says Sally Hogshead. After her opening keynote, I followed a panel discussion on content strategy. Content marketing is a hot topic , and rightly so . Content marketing is not about the frequency of content updates, but the strategy behind it.
Jonathan Byerly , Chief Content Strategist at Dell, was allowed to take the stage. According to Byerl colombia phone number list Dell's marketing approach used to be focused on telling product features and prices. In order to implement content marketing well, some distance must be taken from this traditional marketing approach. Dell initially based its content strategy on the customer's purchasing cycles. What information do they look for in which phase and how can this be responded to with good, converting content.
The next and bigger challenge for Dell was to develop content that influences customers before they are in a purchasing phase. To do this, they made an overview of all possible problems and questions that customers have. Based on this overview, a 'content journey' is drawn up. For every possible question, Dell searches for suitable content. This content is made available via various online channels. In this way, Dell comes up faster in Google searches of potential customers. In this way, they help people who are not yet in a purchasing phase. If they proceed to a purchase, the chance that products will be purchased from Dell increases.
Dell creates 30% of their content themselves and 70% of the content comes from other sources. You don't have to create all the content yourself to strengthen your brand position. Dell hires copywriters to write the texts for their own content. The writers deliberately have no technical knowledge; after all, there are technical experts for every type of content. At the end of his session, Byerly gives some very concrete tips about content marketing: