On Hammock’s Idea Blog, we’re discussing the two types of customer moments that marketers should prepare for by developing “content assets.” It’s similar to a concept in Hammock’s eBook Content Along the Customer Journey. Rather than thinking that marketing with content is a series of posts, tweets, likes, consider all the way content assests can be developed to reach customers at those times they want the information you can provide.
Google calls them:
1. I want to buy moments.
2. I want to know moments.
“I want to buy moments” are those situations where consumers have seen a TV ad or are trying to find the closest restaurant or drugstore. These are the moments for which consumers use Google most often.
“I want to know moments” are those situations where customers are doing research or product owners are trying to better understand something they’ve purchased. Because so many marketers don’t have the content that serves these customers’ “I want to know moments,” they’re turning to Google to find the answer.
Read more at Hammock.com’s Idea Blog
As with the desktop publishing myth, a company can purchase all of the software and mine all the data, only to discover that it is the talent, experience, creativity, skills and intelligence of the people using those tools that will determine the success or failure of an organization’s marketing.
The current Hammock Idea Email uses several analogies that remind us of something we should all know by now, but keep trying to convince ourselves isn’t true: that “tools” are only as good as the people who use them. Don’t just “get” tools. Learn how to use them.
What “desktop publishing” was to the 1990s, “content marketing” or “social media marketing” can be to today. As with the desktop publishing myth, a company can purchase all of the software and mine all the data, only to discover that it is the talent, experience, creativity, skills and intelligence of the people using those tools that will determine the success or failure of an organization’s marketing.
(I encourage you to read the rest: “Great marketing isn’t the result of the tools you use. Great marketing is the result of who’s using the tools.“)
“Content is kind of a wanky term, which we have got to reframe. It’s commoditized, overused and misunderstood. (Our approach is) brand expression, it’s storytelling. What we’re trying to do is be topical, be loved, be endearing, be enduring and always, always try to surprise and delight. That’s the outcome we desire, what keeps us up at night and excited.”
Chief Marketing Officer, Chobani