Content Intelligence Blog

4 min read

Create a customer-focused content strategy that promotes brand loyalty

By Patti Doyle on Mar 12, 2019 12:50:55 PM

Take a second to consider the many ways people get their caffeine fix. Some may brew the old-fashioned way — using a coffee pot or a French press to get the job done. Others may use a Keurig.

And no smart coffee shop barista will assume that every person in line wants a black cup of java. Not when there are thousands of possibilities.

And that’s just coffee.

Developing a content strategy also requires that type of consideration for the different experiences customers want from your brand. Customers are increasingly demanding more — highly relevant experiences delivered in a way that shows you understand them.

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3 min read

Upgrade to a content marketing strategy that supports your brand

By Patti Doyle on Mar 5, 2019 9:44:25 AM

Content marketing has evolved. No longer is more = better. However, with a shift to quality over quantity, a challenge remains: Creating content that elevates your brand. And doing it in a way that drives brand differentiation.

With content that delivers a meaningful message about what differentiates your brand in a way that matters to your targeted audiences, you will be able to attract the right customers. And, by consistently delivering brand content that appeals to those customers, you gain the ability to build long-term brand loyalty.

Convert more customers by creating a content marketing strategy that differentiates your brand with every post and upload — using these tips:

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4 min read

Build brand loyalty with a data-driven content strategy

By Patti Doyle on Feb 26, 2019 10:33:51 AM

Are you really giving customers what they want?

Now, more than ever, even your most loyal customers say they are willing to switch to another brand — especially since technology is making it even easier for them to do so.

Here are a few reasons why customers may leave your brand for another:

  • 66% of customers say they’re likely to switch brands if they feel treated like a number.
  • 81% of customers want brands to understand them better — knowing when and when not to approach them.
  • Customers are 52% more likely to switch brands if communications lack personalization.
  • 33% will leave your brand after just one instance of bad customer service.
  • Customers want you to build experiences that allow them to define their own journey.

While those numbers highlight just how challenging it is to build customer loyalty, that doesn’t mean you can’t retain customers for the long term. It just may require more (and different) work than it did just five to 10 years ago.

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4 min read

5 great storytelling tips to increase brand awareness

By Patti Doyle on Feb 13, 2019 12:14:11 PM

Not that long ago, or at least it seems, the business of building brand awareness was fairly straightforward. The success of your campaign typically had a lot to do with the size of your budget and the creativity of your marketing team.

Content marketing has disrupted everything. Small companies, and even individual bloggers, are generating brand awareness among their target audiences at a degree that can surpass those built through multimillion-dollar marketing initiatives.

That type of success requires a deep understanding of your customers, and what they want at every stage of their experience with you — whether it’s getting more information, buying a product or service to solve a problem, or simply being entertained.

While this is the Age of the Customer, it’s not all about the customers. Success also lies in telling your side of the story; humanizing your company in a way that customers find relatable and authentic.

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7 min read

Content Marketing Predictions for 2020: What's Happening Now

By Patti Doyle on Feb 7, 2019 12:11:08 AM

This is Part II of a two-part series about content marketing’s evolution ahead of 2020. Read Part I here.

In recent years, marketing specialists and researchers were asked to make predictions about the state of marketing in 2020. With that milestone less than a year away, we checked back on some of those forecasts to determine how close we are to them being realities.

Take a look to compare your progress compared to the predictions. It’s possible you could improve your content performance by revising some of your current strategies and integrating some new martech solutions.

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