Modern brands earn credibility and continued attention through the production of customer-focused communications.
The content marketing vehicles may take the form of email newsletters, blog posts, social media updates, content-rich product catalogs, video, and more. To manage it all, brands require multi-skilled editors with a strong understanding of marketing’s role in the media mix.
Today, these communications professionals are typically called Content Strategists. Kristina Halvorson is a well known content strategist. According to a recent update on Twitter, her desires for the field are pure but difficult to realize.
As a content strategist, all I want is for companies to put their customer in the center of everything. Better business will follow. OK? OK!
— Kristina Halvorson (@halvorson) July 18, 2017
I love when smart people remove all the layers, strip out the talking points and simply get to the point.
“All I want is for companies to put their customer in the center of everything. Better business will follow.” Sometimes, the shortest sermons are the sweetest and most meaningful. This is one of those times.
Halvorson’s desire is the customer’s desire, and it’s our job as strategists and advisors to clients to always elevate the customer’s needs above everything else. That’s how hearts and minds are won—through sacrifice and remarkable service.
The award-winning ad campaigns will come, as needed, provided the advertising enriches the customers’ brand experience. Anything that detracts from the customer’s experience, including advertising, is unneeded and potentially harmful.
When you begin to run all your Marcom decisions through this finely tuned customer-service and enrichment lens, you’ll be on the high road to much better brand-sponsored content and all the benefits that spring from it.
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