For far too many marketers, the prime directive of content marketing is making content; this is fundamentally and incontrovertibly wrong.
The prime directive of content marketing is generating customer value; content is just the container or vector for that value. This is a crucial but often misunderstood difference. And marketers who neglect it are, by analogy, mistaking the value of the packaging for the value of the product itself.
This Webinar describes how marketers should arrive at the customer value that lies behind the content creation. We call it “audience-centric design” – the process by which marketers will make big, but well-informed and -designed bets that drive increasingly large investments in branded content, particularly video.
Agenda:
- The stakes are high and getting higher for staying relevant to customers.
- Brands must create engines for value and meaning creation.
- Audience-centric design is a methodology for arriving at customer value.
- Openness and audience insights will differentiate great marketing.
Key takeaways:
- Pivot content marketing operations from content creation to value creation.
- Start developing your brand’s engine for value creation.
- Apply audience-centric design principles to underpin big bets on value creation.
You'll receive an email with dialing and Webex instructions prior to the Webinar.