In addition to being the author of a truly killer resource, The Content Formula, Michael Brenner is a leader. How do I know? Because I listened to the interview Jeff Julian conducted with him and I could hear the calm, deliberate, and assured tone with which he spoke about content marketing, our role as digital marketers, and how to approach the bold move of telling your CEO that she needs to listen to her customers more and in a different way than she has been.
Let me get more specific: the subtext of what Mr. Brenner proposes is the phrase, “Um hey, I get that you’re really excited about your latest brainchild, product, and/or service but it’s actually not about you.” Yikes. That’s a tough and bold statement but it’s also extremely important to say for these reasons:
- There is a dynamic tension between what CEOs want to communicate and the results they expect from content marketing.
- If that dynamic tension is not addressed, it leaves the CMO and her team in a position to fall short of the CEO’s expectations or even fail.
- Unless the realities of the respective (and different) roles the CEO and the CMO play are addressed and shared goals are established, objectives will not be met.
Heck, I get it and it actually makes sense that the CEO would focus on new and shiny things that she herself is excited about but that is precisely why she needs a sharp, honest, authentic CMO who will tell her that there will be time for the shiny new thing just as soon as the customers tell us it’s time. Meanwhile, we need to be walking in the same direction on customer-focused content.
Natalia Angulo notes in her article, “10 Digital Marketing Trends to Watch in 2016 and Beyond“, that “smart marketers will focus on the consumer experience.” Well, yes and of course everyone at the table will agree with that statement but ensuring shared understanding and shared goals requires a deep dive, an intensive conversation, hopefully, conducted regularly and not just during the monthly report meeting. Of course CEOs know that focus on the customer is important but what they may not understand is that the customer not only now has a voice, the voice of the customer is actually more important and can say more about a brand than the brand itself.
Perhaps it’s helpful to “tee-up” this conversation by offering up a couple proposed talking points:
“We need to keep our finger on the pulse of what the customers want from us.”
“We need to actively address them and interact with them and that means letting the customer dictate the conversation.”
Neil Patel nails it in his article,“8 Brilliant Content Marketing Innovations from the Worlds Best Brands,” by commending Whole Foods who “has worked hard to establish itself not just as a grocery store, but as a lifestyle choice. The brand embraces healthy living and earth-conscious eating.” They have done so by putting the customer first in their content. And while one might think that encouraging shoppers to save money on groceries is counter-intuitive, Whole Foods does just that. Patel tells us, “Whole Foods does a great job of living those brand principles in its content marketing. Articles about how to save money but still eat healthy or tips to change your diet for the better make Whole Foods’ products and lifestyle more inclusive. On top of that, it uses a lot of proactive language (“I want to learn/do/both” as a search option in its navigation bar) which makes the audience feel like they have an active role in the experience.”
It’s funny how much difference the use of a customer-centric pronoun can make! There are numerous studies that support the use of “My” over “Your” and “I” over “You” and it’s basic psychology at work. Use of the more customer-centric pronoun signals to the customer that they really are understood. It’s a basic and time-tested use of language but it absolutely works.
So if Ann Handley is accurate in her prediction (and I believe she is), that “content marketing will truly “grow up” in 2016, as content strategists tell “bigger stories with a braver focus and a bolder voice” then all the more vital that leadership and marketing are aligned about what that precisely means and how customer-centric it really needs to be.
Michael Brenner is also a man of his word, having just launched his own enterprise of which he is the leader. He is also getting started on his next book. But don’t trust me about that, listen to the full podcast to hear about his new book as well as his tips for becoming a better writer.