Content Atomisation is critical
The digital shift was coming all along – the pandemic simply moved the timeline up. I could ask if you are prepared for the next normal, but research has shown that some of the changes in customer behaviour are here to stay. The heightened reliance on digital channels in a customer’s journey puts the onus on your marketing teams to deliver personalised and meaningful experiences – right now.
But are your content strategies ready to support your goals? The answer lies in moving towards agile content delivery and putting content atomisation at the centre of it. Let’s talk key considerations and solutions.
Your customers are changing – change with them
There was a time when marketers could break down audiences by demographic and get consistent responses to marketing messages. Today, a 50-year-old woman from one part of the world could have buying habits similar to that of a 25-year-old man in another. Demographics are a good starting point – but that alone doesn’t cut it anymore. It’s time to dive deeper into psychographics and pay attention to customer behaviour patterns instead.
Speaking of psychographics – customers are online more than ever before and gravitate to content that resonates with them. If you want them to engage with your brand instead of the thousands of other options at their disposal, give them what they need; not what you want. Putting the focus on your customers will have long-lasting benefits when it comes to engagement and loyalty.
Build your brand – or be left behind
I’ve heard this question before – is there any value in branding anymore? Unfiltered truth – If you aren’t already working on enhancing brand recall, you’ve already fallen behind.
Customers are no longer looking to buy things; they are looking to enhance and add value to their lifestyle. Consumer loyalty is reserved for brands that align with their values. As an organisation, look to your brand integrity to effectively communicate and actively demonstrate your core values. If you aren’t communicating at this level, you’re looking at a long uphill battle to earning loyalty – one you may never win.
Atomise content for personalised experiences
Revisiting a site that remembers your likes and dislikes is a subtle way to personalise content to optimise CX. But that’s only the beginning. Consumers today are demanding more personalisation – and it would be impossible to achieve this without content atomisation.
At every stage in their journey, customers seek out answers to a different set of questions. Does that mean you create new content every time? No. You atomise content and make it work harder for you. I could keep writing about it but this video says it all.