How to Adopt a Customer-Centric Strategy for Your Content

By Marcia Riefer Johnston

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Does your company look at content through customers’ eyes? Here’s one way to tell: Look at your marketing content. For starters, riffle through some titles. Do the words typically convey customers’ concerns? Or do they mostly call attention to the things you sell?

If products hog the spotlight, you’re missing opportunities to build customer relationships and, ultimately, revenue. You’re also missing opportunities to streamline your content efforts throughout the organization, including distribution, management, and reuse.


If products hog spotlight, opportunities are missed to build customer relationships & ROI. @marciarjohnston
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The content team at Red Hat found this out first hand. A few years ago, the team took a hard look at the company’s content and found that it was heavily oriented toward what Red Hat sells (IaaS solutions, PaaS solutions, Linux solutions, and so on). The team discovered loads of diverse content that was hard to find, disorganized, difficult to reuse, and, most importantly, not customer-centric, says Red Hat’s marketing content curator and librarian Anna McHugh.

After the team looked at the content through the customers’ eyes, the path became clear. They created a framework around the audience’s challenges, reorganizing and tagging the content accordingly. They then decided which content to retire, which to refashion, which to create, and which not to create.

The content now better serves people inside and outside the company.

The results? “Promising,” Anna says. Although it’s impossible to tie the content overhaul directly to the company’s financial performance, she believes that the new focus on customer-oriented content contributed to Red Hat’s highest first-quarter revenue growth in four years. Revenue specific to emerging technology (including app development) ­– an area related to the top customer challenges that Anna’s team helped identify and address­ ­­– grew year over year by 41% …read more

Source:: content marketing

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