"You never write! You never call" is the typical refrain I hear from my mother once I finally do write
or pick up the phone. Too little, too late I guess. Or I hear, "How come you don't help me when I need it rather than when its convenient?" is another Mom fav.
... now swap out "mother" for "customer"...
Sound familiar? Customers hate when you deliver them content that is meaningless to their situations... they really hate it when it has little value to their lives, whether personally or professionally.
Why is it so easy to fall into this trap? So many of us treat our customers as if one size fits all... segmentation my friends is more important than ever when it comes to content marketing. Not just straight up firmographics but a segmentation that tells you something about the customer you are talking with and goes to the next level and addresses common value drivers and concerns of that sub-segment of your market. In addition to segmentation, you have to avoid the trap of delivering voluminous, erratic, or valueless content. If not, you end up with a lot of irate mothers... and customers.
Customers deserve continuity, they deserve consistency in relationships with the brands they love. Most of all, they deserve an ongoing, consistent and value-based conversation with those brands. A content marketing strategy with a fully fleshed out editorial agenda coupled with a fully fleshed out conversational agenda is the only way to achieve this.
Happy Early Mothers Day!