In This Edition
The focus on tactical execution without insight into a targeted audience that the content is intended to reach, engage and inspire seems pointless. At best, it’s a speculative exercise in “seeing what sticks.” The same thing often happens with social media marketers curating content from influential publishers in the hopes of sticky engagement.
While online marketers are admiring their clever content sourcing for SEO and social media purposes, savvy content marketers are focused on one of the most powerful perspectives to be successful: empathy.
We’re long time advocates on the role of empathy for more meaningful digital marketing. Here are a few ways to create customer empathy in content marketing, SEO, blogging and social media.
1. Take a leadership position in your messaging. It’s not all about listening to customers and giving them what they want. Show customers what they stand for. The combination of brand leadership and customer empathy equals a win for everyone.
Thank you for working with TopRank and please do not hesitate to contact me directly with any questions or ideas on how we can serve you better.
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Within the health care technology industry, competition to reach c-level executives and professionals with content is more challenging than ever and yet a 2014 study from DemandGenReport reports that 82% of senior executives say content is a “significant driver of their buying decision.”
To meet this need for information, a leading health care technology company started publishing a blog, providing insights and initiating discussions around the diagnostic imaging industry for radiology and cardiology professionals as well as c-level executives. Unfortunately, the content wasn’t resonating with the target audience and the blog experienced declining traffic and flat growth in subscribers.
The need for information about the diagnostic imaging industry for radiology and cardiology professionals continues to be in demand and this healthcare technology company needed to find a way to reinvigorate its core audience to meet that demand amongst its target audience.
In order to reach the target audience and drive people to the blog, the company worked with TopRank to develop tactics to support objectives, including activating employees and current customers to visit and amplify blog content, building a community of engaged employee influencers, and refining the content strategy to reflect current radiologist, cardiologist and C-suite pain points.
After establishing these approaches, TopRank completed a series of steps to reach the company’s primary goal of attracting more visits from the target audience, engaging audience through increased blog subscriptions and converting prospects via downloads.
By launching an integrated promotional campaign that activated current employees and customers to visit and amplify content, TopRank helped the health care company exceed goals and expectations by doubling its blog subscribers and traffic. Moving forward, TopRank will continue to incorporate influencers into posts and engage with employee authors.
Want to learn more about connecting with industry influencers to create content for B2B marketing programs? Contact TopRank® Online Marketing today.
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StrongView Renews Digital Marketing Engagement
StrongView, a leading cross-channel marketing software provider, has renewed its digital marketing agreement with TopRank to include content marketing, optimization and an eBook program.
Leading Health Care Company Signs New Digital Marketing Agreement with TopRank
This new program will help the company increase web traffic and grow brand awareness amongst its target audience.
Content Marketing Institute: TopRank eBook Series Featured in PNR: This Old Marketing Podcast
Social Media Rockstar
September 17, 2014 – Willmar, MN
Along with national and local experts, Lee Odden will present on social media best practices. Register here.
B2B 2014 Marketing Forum
October 8-10, 2014 – Boston, MA
Lee Odden will be presenting Influencing B2B Influencers and the Magic of Co-Created Social Content. Register here.
PRSA International Conference
October 12-14, 2014 – Washington DC
Lee Odden will be presenting The Future of Digital PR is Integrated – How to Win Hearts, Minds and Wallets With an Integrated Marketing Approach. Register here.
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The Power of Empathy for More Customer Focused Content Marketing
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