Bankruptcy Attorney

customessay.net coupon
i need help writing my personal statement for law school
help for math homework online
cheap essay writing service online
buy apa research paper
cover letter email help
dissertation service india
help to do homework
buy art paper online uk
help assignment uk
thesis paper help
buyers paper indianapolis
us history homework help free
case study writer
homework help for kids
help me with my philosophy paper
health and social homework help
pioneer writer
help with essay outline for human trafficking
help writing a resume cover letter
inexpensive brief writing services
review of cv services
math homework help free chat
cheapest private universities
order compendium paper
creative writers software download
does writing helps you remember
resume writing services douglasville ga
best precis writing services chicago
college papers purchase
freelance technical writer job description
essay on helping the less fortunate
resume examples qualifications customer service
the ghostwriters secret
help with writing essays for kids
timesjobs resume writing service reviews
buy non plagiarized research paper
resume writing services in princeton nj
free online essay writer
cover letter writing help
do you need a ghostwriter
engineering homework help
essays on good customer service
custom paper plates wholesale
help with a recommendation letter
where can i buy parchment writing paper
professional cv writers in usa
write my essayservice
online help with math homework for free
custom research inc case analysis
help with letter of recommendation for letter of recommendation
cv writing services forum
buy research paper in 3 hours
yorku essay help
help me write a compare and contrast essay
resume writers ocean county nj
financial accounting homework help online
resume skills summary customer service
online help with research papers
help in assignment for free
application letter customer service representative
buy essay in french
resume writers nashua nh
resume writers maine
article rewriter review
essay writerservice
professional cv writers wellington
career objective examples buyer
cover letter insurance customer service representative
cheap paperself lashes
executive conspectus writing services india
hiring freelance writers india
help with gcse science coursework
professional resume writing service orange county ca
resume services northern nj
ap bio homework help
personal statement writers
homework help rochester public library
writing service in java
free managerial accounting homework help
resume writing services columbus ga
help with homework chat rooms
personal statement of research service and teaching
writing a linux service in perl
online cv writing services
cover letter for a content writer
resume writers austin tx
business studies assignment help
best buy swot analysis essay
help with making a condensation
homework help line
best professional outline writing services
literature review library services
free digest help
the help book essay topics
need help in algebra homework
psychology homework help online free
narrative essay topic help
resume writers akron ohio
annotated bibliography chicago style alphabetical order
resume writing services atlanta georgia
cover letter for customer service position
homework help philosophy reasoning and critical thinking
essay service means you
abridgment distribution services
fast custom essay
essaywriters.net accounts for sale
photography coursework help
write the essay civil service in usa
essays writers
career change cover letter help
resume writers information technology
term paper editing services
services essay writing
resume writer salary
how does a literature review help in selecting a research question
buy college books online in india
middle school homework help
online essay helpers
case defiant disorder oppositional study
cheap resume writing services toronto
custom paper plates printed
cover letter resume help
resume service las vegas nevada
need help writing thesis statement for bullying
buy term papers cheap
help me write a paper in mla format
gre essay scoring service
resume action verbs customer service
dissertation writing help india
help me to write my essay
mla citation page alphabetical order
help writing personal statement university
best precis writing services for students
article rewriter reviews
high school community service essays
help doing a cv
free help with essay questions
cv help personal statement
ghostwriting services fees
research paper helper
get paid to write
cv writing service limerick
paid essay service
essay about my community service
buy papers cheap
cv writing service poole
get writing paragraphs and essays pdf
purchase term papers
writing custom essays
i need help writing a speech about myself
write my essay org
custom made assignments
resume writing services athens ga
report writing community services
usc cover letter help
writing homework help middle school
cv writer online uk
foreign service essay high school
research paper writer software
intuit statement writer 2010 download
summary qualifications resume examples customer service
help assignment free
cheap essay writing reviews
write my assignment for me uk
help paper hoarders
personal statement writing service for residency
get paid to write christian blogs
thesis writers pakistan
asian australasian essay literature past sense southeast writer
theory of knowledge essay help
personal statement georgetown law school
help make compendium
cover letter for customer service and administration
freelance writers website template
resume writer education
writting help
probability homework help
customer service ppt presentation download
can you purchase college essays
precis help for teachers
synopsis help for college students
buy power point
abstract formatting services
professional cv services in london
university of texas at austin homework service
wedding speech writing service
professional compendium editing services
creative writer jobs in gauteng
essay on the importance of community service
hiring ghostwriters
resume writing services louisville ky
custom paper plate design
automotive resume writers services
best brief writing services in nyc
creative writer jobs yorkshire
help write biography
professional resume writers maine
online homework help chat free
ghostwriter tv episodes

On the importance of thinking frames — content marketing vs. customer-centric marketing

Content marketing is hot, you cannot read up on marketing without seeing articles, blog posts, and announcements for conferences about the topic. And it should — because it does work.

The term itself, however, is misleading — and will increasingly lead to marketers producing and promoting the wrong content.

When content marketing works, it’s all about delivering the right value to the right person at the right time. At the center of the formula for success is not content, but customer value. If you put content at the center, everyone will focus on developing thought leadership content. As the different social channels get clogged up with thought leadership content, marketers will increasingly start paying to promote that content — and it will all end up like advertising again — not delivering value to the prospect.

When you put customer value at the center of your thinking however, you may come up with different answers. Take an OEM for application development tools as an example. With content at the center of your thinking, you might develop a plan to create thought leadership content that would appeal to VPs of engineering of applications development companies — the ultimate decision maker in buying your tools. If you put value at the center of your thinking, you might realize that the VPs are not the ones doing the due diligence on the available choices.  They will often times task an engineer or a group of engineers to do the research and make buying recommendations. Those engineers are very query driven and extremely reciprocal — helping one another across company boundaries. So if an engineer is tasked to find an XML database for example, she may take to her twitter community and ask for help in finding the best in class product. You could hire a few application development engineers to look for those opportunities and genuinely engage and help those people. If customer value is at the center of their thinking frame, it could well be that in 80% of the cases they would recommend content that does not even come from your company — but instead from magazines or communities in the space, and if you are really bold, even from your competitors. And yet it could result in becoming your best lead gen program — trust me, it actually happened.

Having the wrong thinking frame can be dangerous and limiting. If LinkedIn were to consider its customers as and integral part of their product — they would make radically different decisions that if they would think of us as customers. If you are a SaaS app provider and you evaluate a multi-million dollar investment to speed up your app by a fraction of a second in terms of time or money savings, you would make a very different investment decision than if you were to evaluate the investment in terms of the customer experience. Looking at it through that lens could let you conclude that speeding up the app by a fraction of a second would actually significantly improve the perceived ease of use of your app — making the investment worthwhile. Company leaders have to develop customer-centric cultures, where the customer value and the customer experience are the central frames through which any decision is being made.

Note that the framing effect is actually a well known human cognitive bias.

Being truly customer-centric is hard to do, and we found that in many companies there is a huge dichotomy between leaders’ intent and their execution when it comes to customer-centricity. More on that later.

0saves
If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.

You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.



AddThis Social Bookmark Button