In a face-to-face conversation, an associate would ask, “how may I help you?” and tailor the remainder of the conversation to provide value based on the customer’s response. As the digital equivalent of an in-person conversation, your content must do the same. It must be relevant, interesting and purposeful. This requires a thorough understanding of your customers and the problems they’re trying to solve. Next, you need to understand the journey individuals will go on to solve these problems.
View or download this ebook to check out a framework that brings together this understanding of the customer and their journey to create content that delivers real value in every interaction.
About the Author
Nicole Bump, Director of Content Marketing is responsible for developing the Harte Hanks content strategy, bringing this strategy to life through the editorial board, generating much of the company's content and managing the Harte Hanks social presence. A writer at heart, Nicole also enjoys evaluating ways in which new technologies can enable better content production, distribution and measurement.More Content by Nicole Bump