content matrix smart insights
Posted: Sat Dec 21, 2024 3:49 am
In this phase too, you are looking for the experienced brand values and you can write these down on maps again.
You can ask the following questions:
What do you tell your family about our company in the evening during dinner (informal setting)?
What would you tell about our company during a networking event (formal setting)?
If our company were a person, what would you tell us about him or her?
Then ask the customer to sort all the cards by relevance. Also ask why they put certain cards aside and therefore do not think they fit the company. Finally, the customer can also make a top 3.
After the session with the cards, you will discuss the customer journey of the customer. This way you can find out which channels the customer uses and which content channels are therefore important to him or her.
Business DNA content marketingFinally, you ask a number of questions with which you gather information about the persona . For example, to find out personal data, but it is also advisable to ask questions about the goals and frustrations of the customer.
Formulate advice
Now it is time to formulate an advice from the insights from the above sessions. You can also create one or more personas and customer journeys from the interviews with customers.
Based on these analyses, you can hold a strategic session in a small committee. You will come to a number of main conclusions with a matching strategy or solution(s). You can then formulate concrete goals. Now you can also name the content topics and the forms in which you want to cast the content. Think for example of blogs, film, social media posts, etc. You can also determine through which channels you want to distribute the content. Finally, you think about the organizational consequences.
Setting up content flow
Using various models such as the 3H model canada telegram data or the content matrix below, you can further organize the content flow. Do not start from the resources, but from the content itself.
Content Matrix Smart Insights
Employee Advocacy
A relatively new idea that is addressed in the book is the greater contribution of employees to the content strategy. Sharing or even creating content is called employee advocacy .
Talking to customers
One way to involve employees more in your strategy is, for example, by monitoring what they communicate about via social media around the organization. You can then respond to that. You can also ask account managers to actively engage in conversation with their customers via social media. This way you quickly know which topics customers find important and whether there is a match between their DNA and that of your organization.
You can ask the following questions:
What do you tell your family about our company in the evening during dinner (informal setting)?
What would you tell about our company during a networking event (formal setting)?
If our company were a person, what would you tell us about him or her?
Then ask the customer to sort all the cards by relevance. Also ask why they put certain cards aside and therefore do not think they fit the company. Finally, the customer can also make a top 3.
After the session with the cards, you will discuss the customer journey of the customer. This way you can find out which channels the customer uses and which content channels are therefore important to him or her.
Business DNA content marketingFinally, you ask a number of questions with which you gather information about the persona . For example, to find out personal data, but it is also advisable to ask questions about the goals and frustrations of the customer.
Formulate advice
Now it is time to formulate an advice from the insights from the above sessions. You can also create one or more personas and customer journeys from the interviews with customers.
Based on these analyses, you can hold a strategic session in a small committee. You will come to a number of main conclusions with a matching strategy or solution(s). You can then formulate concrete goals. Now you can also name the content topics and the forms in which you want to cast the content. Think for example of blogs, film, social media posts, etc. You can also determine through which channels you want to distribute the content. Finally, you think about the organizational consequences.
Setting up content flow
Using various models such as the 3H model canada telegram data or the content matrix below, you can further organize the content flow. Do not start from the resources, but from the content itself.
Content Matrix Smart Insights
Employee Advocacy
A relatively new idea that is addressed in the book is the greater contribution of employees to the content strategy. Sharing or even creating content is called employee advocacy .
Talking to customers
One way to involve employees more in your strategy is, for example, by monitoring what they communicate about via social media around the organization. You can then respond to that. You can also ask account managers to actively engage in conversation with their customers via social media. This way you quickly know which topics customers find important and whether there is a match between their DNA and that of your organization.