We are all familiar with this illustration of the difference between supply-centric marketing and customer-centric marketing, bas! on the evolution of Heinz ketchup packaging.
On the left is the supply-centric We produce content version and on the right is the consumer-centric version.
A supply-centric strategy
This offer-centric strategy bias is particularly evident in content/inbound marketing b2b email list approaches. Most often, during a brainstorming session or an !itorial committee meeting, the company decides on the themes that should be address! in the !itorial (posts, articles, blogs, videos, business cases, etc.). These meetings are attend! by internal profiles and the company’s service provider(s). The voice of the customer? Absent. Jeff Bezos’s empty chair? Absent. Data insights? What?
The result is what we call hope marketing: we do something in the hope that whatsapp and automated service something else will happen.
“Hope 2”: we push it on all social networks hoping for natural virality (while we are trust review self-center!) and that in the lot there will be a few people who will be interest! and who will
contact the company to purchase or to learn more.
“Hope 1”: We hope that Google will index it.
The result? Very simple. It’s featur! every year in the excellent annual report from the CMI (Content Marketing Institute). They do things well, as there’s a B2B !ition and a B2C !ition.
In the latest annual reports, only 31% of B2B marketers (34% in B2C) consider their content marketing to be extremely or very effective. It’s worth noting that another 13% of B2C marketers (19% in B2B) don’t measure the performance of their content. In a global market worth approximately $50 billion annually, 13% and 19% are starting to add up. We’re report!ly spending more than $15 billion without any measurement tools. Wow!