Content and customer: who is who?

[sumaiyakhatun29]

Advertising on television, billboards, traditional marketing communications are not dead yet. And it even seems to me that content is the most underdeveloped part of marketing today. It is difficult to do this, because the competencies here are very similar to publishing magazines, to running some media, to constantly searching for something interesting. Such competence is not so easy to find and reproduce. But those who create this really interesting content manage to win the race for the client's attention and the time he spends with you.

Advertising on television, billboards, traditional marketing communications are not dead yet
Another option for working with content and the customer journey is the storytelling format. japan rcs data It seems to me that this approach – building the customer journey from the beginning, from the moment when the customer knows nothing, to the moment when he already knows and realizes the need – is the customer journey and content in all its parts. If you have content for all these parts, then you have really achieved the goal.

In my practice, there were stories when large offline players in the market started opening online stores. In the course of work, it was necessary to make a description of the goods, and these tasks were assigned to buyers. But the idea did not work. All because content is a separate competence. And storytelling is a story about insights, about understanding. The task of content is to touch a person and move them further along the customer journey (through the funnel).