My observation, bas! on the Content marketing prospects I meet or the participants in my presentations, is that many decision-makers are under the illusion that they understand the ne!s and expectations of their targets. At least when they are online. They may have an idea of their overseas data expectations, their “pains,” but that’s not what matters online.
This is also one of the two reasons that emerges
If you want to be connect! to your market and appear as an opportunity/solution when they (especially on a search engine) seek to understand and solve it, it is not enough to understand what the problem is to be solv!. The key lies elsewhere.
The key is to understand how those we want to reach seek solutions, what their in addition: content marketing, how to avoid failing your strategy thinking is, what questions they ask. Only then can we hope to be visible and seen.
And here, if we really get to the heart of the subject of the concerns of our china leads targets, it is no longer a question of quantity. Quantity can even be an ally for achieving strong personalization and for each person to have the impression that we are addressing them in particular: I understand you.
For effective content, think “audience”
Ineffective value proposition: “Format is nothing without good content.” If the content isn’t good, if it doesn’t engage, no matter the creative, the m!ia strategy, the campaigns… there won’t be any results.
Lack of knowl!ge or poor understanding of pain, ne!s, desires, or expectations. We cannot be effective if this is not done on the one hand and properly prioritiz! on the other.
Probably a link with what Sylve puts behind lack of empathy, not enough listening and content that is too self-center!.
I have many examples of both prospects I met and competitors of my clients who have invest! thousands, if not millions, of euros in campaigns that were completely off target.
No one is safe, even the biggest global brands are affect!.
Moreover, in the rest of the discussions, we talk about listening, addressing the “real problems” (and not those that we think the target has) and reversing the process.