Contents which you are creating in the Content framework of marketing, must be really valuable from a point of view for the recipient. Here however not only very form or the knowledge handed over are a key to effective action, but above all - getting to know expectations of your current or potential customers. You must and so know at first, whom you are turning to, and only later create contents which you will offer the target group.
In what way to check, what your recipients expect? At the beginning you must brightly determine, which market segment you will be directing your Content action at marketing. Next you must get to know the target, his expectations and needs well. Many tested methods of getting to know the target group exist:
Knowledge about the market, gathered during the current operations of your company. Indicators of the sale for individual seasons, of periods in the year. Purchase customs of your customers.
Surveys, conducted among the target group (not necessarily only amongst your customers - you can attempt for more thorough getting to know a market segment and conduct more thorough examinations).
Analysis of questions which customers are setting in contacts with the customer service department. Analysing their problems, needs, expectations.
Creating test materials (e.g. of series of a few short articles instead of the extensive report) and sounding an interest in them out on the market.
Initiating discussion on the topic in question, and then observation in what way the interested parties are reacting to it for the recipient.
To read the question of very recipients, what they would like about; what would like to learn. If you built the base of contacts and you are sending mailingi, you can give them a few subjects and encourage to choose from the one in which peculiarly they are interested.
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