Words Will Haunt You; How I’m Using Your Marketing Content To Solve Your Business Problems

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My words haunt me every single day. I know anything I say will be parroted back to me by my children. Sometimes they’re terms of endearment. Oftentimes they’re scoldings and punishments. My kids will threaten me with time out. Swear words have been kept to a minimum, so far. Words are powerful and when they make a connection and resonate, they stick. We remember them. We repeat them. They become doctrine. And people use your words. Words drive emotion and decision. This is the motivator behind the practice of content marketing. But who uses your words, isn’t always the intended audience.

The term “content marketing” is very popular right now. In fact, it’s more than popular, it’s powerful. Careers and corporate strategies are evolving around the practice of content marketing. But there’s a common misconception that content marketing simply means “publishing”. While content marketing provides education and insight to the buyer, its purpose is not nearly as linear as many think. Content marketing is not just blogging, tweeting, and informing. And there’s often an audience you may not be aware of. Most content is developed for customers, clients, influencers, and potential buyers. But there’s another person lurking, reading, researching, and engaging with your content. Me.

I’m responsible for understanding your business problems, challenges, and objectives. My deliverable is a solution that will meet your specific needs, grow your business, and allow you to aspire. So how do I do this? There are traditional customer interviews. I talk to your customers. I speak with analysts. All of these are effective. But, where I gain the most insight is through your marketing content. Last week I listened as customers defined their content marketing problems, and how they overcame them. I watched as they defined their process for improvement, the role their channels play in their overall strategy, and their plans for the future. I also place myself in the position of your audience. I subscribe to your communications, attend your webinars, read your blogs, engage with you on social, and respond to your surveys. Your content is educating me on your business, your strategy, and your priority. I’m not trying to sell you, simply observe and understand you.

Businesses need to leverage these same tactics when embarking on new ventures. They need to understand the value of publishing content, but they also need to understand the value of consuming content. The content of their own audience. And they need to take that content consumption, interpret the information, and make smart business decisions. Your customers’ content marketing strategy should drive much of your business strategy. If you are truly a customer focused organization, shouldn’t your solution be built for the customer? Shouldn’t the needs, challenges, and future objectives of your customer define your own strategy?

I’m using your marketing content to help build a business that will benefit you. Are you doing the same?


Marilyn Cox

Marilyn Cox is the Director of Marketing for Second City Works - the B2B division of the famed Second City.

You know the buzzwords; inbound, outbound, content, demand gen, lead gen, martech, social media, account-based, advocacy, customer success, sales enablement, and analytics.She studies it, plans it, executes it, experiments with it, and loves it.

Through discovery, creation, and innovation she's learned to say "Yes, And".Like business, her career is one big improvisational act.

She leads all aspects of the brand and culture, developing and executing a clearly defined, integrated marketing communications strategy.Marilyn is responsible for planning, organizing, staffing, training, and managing all marketing functions to achieve objectives of growth, awareness, customer success and making work better.

Marilyn exists to empower sales and support the customer. When not geeking out over marketing analytics, she can be found daydreaming about her unrealized dream as a professional wrestler with the WWE.

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