Written by Ariad Communications on May 17, 2012
in Content Strategy

All your content efforts will be a waste of time if you don’t first figure out some details about your customers. It’s a message that was front and centre yesterday at Confab.

Three things to make sure you understand:


How do people comprehend the content you’re trying to present? The context in which they receive it, the device they’re on, their mindset, their location will affect their ability to comprehend. Remember, people are consuming your content, so you have to make sure you understand the behavioural, situational and environmental context they will be in if you are to create a contextually relevant content strategy and ultimately get engagement.


When we speak with each other in person we react to each other, to our emotional state and how it changes through the conversations. With our content, we have to endeavour to create a similar human connection. Through our content we have to empathize with our audience, to reflect that we understand their mindset when they are consuming particular content, and how they will feel afterwards.


The when, where and how your content will be consumed. Understand this and you can ensure your content is customized for that moment, for that channel, for that stage on the customer journey. Fail to do this – think the website that’s not optimized for mobile – and you will not only fail to delight your customers, you will actively damage the experience they have interacting with your brand.

It was a highly refreshing set of presentations, as they all recognized that we, people, consumers rarely set out to consume content per se, particularly when it comes to marketing based content. Instead we are looking to do something and the opportunity is for our content to support that journey. As marketers if we fail to take the time to truly understand that journey and where our brand can add value we will struggle to get the value we expect from our content.

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