Where should content marketers go to refuel and refresh their phone number list content marketing program?
Having conducted hundreds of customer interviews over the years on behalf phone number list of my clients, I find that raw, unfiltered customer insights provide powerful new insights. I'm not talking about collecting quotes for a phone number list customer testimonial; I suggest creating a steady stream of conversations that can inspire your content marketing program.
There are many ways phone number list to collect customer feedback to fuel a content marketing program. Because we want to be efficient with our time, many of us often turn to technology, such as online form builders, online surveys, and omnibus studies, phone number list to gather feedback. But, when we use technology to gather customer feedback, we often miss three critical ingredients: depth, context, and emotion.
Go to source
Effective content marketing is about extracting and sharing stories that matter most to your brand's fans. It's about sharing the phone number list emotions and motivation behind these stories - it's what people love to read, listen to or watch. Simply put, it's about being more human rather than relying on mechanics that gather lots phone number list of data but offer little emotion.
It struck me over the phone number list past year when I was working on the content marketing program for a major US trucking company, Transport America, which wanted phone number list to attract and retain more qualified drivers, as an online site. hen you run a monthly newsletter with four stories, as well as a social media campaign with daily Facebook posts, you're going to run out of gas if you rely on re-merchandising existing phone number list marketing content. Instead, we went to the source: the 1700 truck drivers who drive these 18-wheelers across the continent.
Sure, it's easy to ask in an online poll or Facebook post, "What are your favorite trucking songs?" or "Is the phone number list greatest trucking movie of all time Smokey and the Bandit?" But to uncover deeper insights, we needed phone and face-to-face interviews with real drivers who haul tons phone number list of packages, parts, and products all over the United States and Canada. We routinely interview over a dozen drivers a month, with each conversation lasting an hour or more.
When you take this long to talk to people, you become a witness phone number list to their stories and gather real, substantial details that bring the phone number list content to life. For a recent article, we spoke to three female truck drivers about how they got into trucking, the unique challenges female drivers face, and what drives them forward. In our interviews, we listened phone number list to how many of these women were looking for a better life, how surprised they were phone number list to know that they were as good at driving as male drivers, the confidence they had gained as drivers, and how the trucking company they worked for (our client) supported them.
We learned from one driver, a single mom with three children from Chicago, how she made the phone number list leap from her nail job to fulfilling her dream phone number list as a truck driver. (Her dad was a truck driver, and many people in her life had told her she couldn't make it as a driver.) From another, we learned that she and many other women don't want special treatment from their male counterparts; they just want phone number list to be respected as drivers.