To design an effective content experience, marketers must temporarily put aside the story of the brand, product or service to focus on customer expectations . In an “experience economy”, such as the one we live in, customers want to be informed and educated, but they intend to do so in the simplest, most convenient, relevant and engaging way possible. The contents that must convey the information necessary to fulfill these needs for knowledge constitute the strategic assets to be used to facilitate the journey from awareness to conversion.
Putting customers at the center of marketing processes means building israel whatsapp resource experiential paths for them in which they can feel at ease , to convince them to give access to their contact information , reassure them of the brand's authority and perhaps push them to some evangelization action. The point is never to educate, at least not in a pedagogical and anachronistic sense. Rather, it is about providing a clear and non-trivial point of view on those topics that can be related to the product, services, brand narrative, through insights, suggestions, stories.
Give the floor to customers
Putting customers at the center means both listening to them carefully and giving them the opportunity to speak, avoiding monopolizing the conversation and enhancing their voice. Brand storytelling is now increasingly participatory : testimonials in which customers tell their successful experience with products or services very often have such an authenticity that they are much more convincing than the brand speaking in the first person. Sometimes these contributions have such a strong explanatory quality that they can be used as real case studies : it often happens that self-produced videos in which customers show how to use the products work better than institutional how-to videos.