Your products, services, and systems must provide a meaningful and relevant purpose in the life and business operations of your target customers, prospects, and users. And your content marketing must do the same.
Those people must care and be interested in who you are and what you’re trying to provide them. It only make sense to apply those same principles to all your content marketing efforts. If who you are and what you do are not useful, people will simply go away – or never show up at all.
The process of determining and verifying 'Useful' content marketing for your users includes:
- Builds creative understanding of users’ and customers’ jobs and goals
- Maps your knowledge of their preferred outcomes and needs
- Maps your systems and how they’re intended to meet the needs
- Maps how meeting those needs accomplish your business goals
- Then, with these maps, clearly defines “relevance” and usefulness
- Builds creative test scenarios to assess real-world real-user relevance
- Conducts live tests with your systems in native environments to confirm
- Reports on Usefulness and Relevance and recommend improvements