We are in a place in time where mass communication is being replaced by personalized messaging and data-driven information technologies. This shift has put product research in the hands of the customers themselves. Suddenly, the vast majority purchases are done after research online and through social media. The primary question we need to ask is if we are showing up at the same places as our customers are?
Since the world is such a complicated and messy place, communication should be kept as simple as possible. You might have heard that you only get so many chances to tell your customers what your brand is really about. Well, that used to be the case. Suddenly, thanks to modern marketing practices there are more touchpoints and chances to connect with your customers than ever before. As a matter of fact, they are likely to keep increasing, which leaves an important point to consider:
Content production velocity is paramount to meeting the search demands of the online marketplace. And, every piece of communication needs to fit together within a bigger puzzle. What does this mean? Since we get more chances to speak to our audience than ever before, so does the risk of appearing unclear and disarranged. We need awesome and beautiful content that makes sense for our brand.
We can prepare ourselves by asking these three questions:
- What do we want our customers to remember about us?
- How can we keep up to the increasing search demand for content velocity?
- How do we keep all our marketing channels and customer touchpoints aligned to a common communication strategy?