Name: How to drive customer actions and build trust through engagement marketing
Uploaded: 2022-03-30T13:58:54.422Z

How To Drive Customer Actions And Build Trust Through Engagement Marketing V3-1.m4v

How to drive customer actions and build trust through engagement marketing.vtt

English

{{00:00:22}}
I want to talk a little more broadly
about this thing that I'm calling

{{00:00:25}}
engagement marketing, which is a
framework that we can use to make

{{00:00:30}}
sure that our content strategies
are staying audience focused, even

{{00:00:33}}
as all these times are changing
and will continue to change.

{{00:00:39}}
I think this is a good place
to start, is going over this

{{00:00:42}}
definition of content marketing.

{{00:00:47}}
It is primarily focused on the content.

{{00:00:50}}
Also it's primarily focused on the
outcome for us at the end of the

{{00:00:54}}
day, the profit for the company.

{{00:00:56}}
Now let's contrast that with
a definition of engagement.

{{00:01:01}}
Engagement marketing is a holistic
strategy focused on creating

{{00:01:04}}
industry leading brand experiences
that consistently provide value,

{{00:01:09}}
demonstrate empathy, and build
trust across the customer life cycle

{{00:01:13}}
and ultimately drive meaningful
interactions for the business.

{{00:01:19}}
I like to call those the engagement
marketing core values, and I think

{{00:01:22}}
that providing value, demonstrating
empathy and building trust are really

{{00:01:27}}
the three key ways that we show our
audience that we understand them and

{{00:01:30}}
that we resonate with our audience.

{{00:01:32}}
They're the difference between
focusing on short-term conversions

{{00:01:35}}
and transactions really on our
website, to moving to a focus on

{{00:01:40}}
longer term sustainable relationships.

{{00:01:43}}
And they help prepare us for
unprecedented times because we're

{{00:01:47}}
earning that trust, we're building
that relationship ahead of time.

{{00:01:51}}
So when these different and strange
times hit, we've already basically

{{00:01:54}}
earned that permission to engage
in conversations with our audience.

{{00:01:58}}
The biggest thing I'd note then in
the difference between that content

{{00:02:01}}
and engagement marketing definitions
are that engagement marketing is

{{00:02:04}}
not about meeting our audience's
needs so that we can be successful.

{{00:02:08}}
It's about meeting our audience's
needs so that they can be successful.

{{00:02:12}}
Engagement is about people,
not personas, not products

{{00:02:17}}
and not sales funnels.

{{00:02:18}}
I think that we all need to
think a little bit more like

{{00:02:21}}
customer experience experts.

{{00:02:23}}
We would probably do well for marketing
to shift our perception of ourselves,

{{00:02:27}}
and even within the organisation,
of less of just an extension of

{{00:02:31}}
the sales team and actually more
of a service oriented industry.

{{00:02:34}}
What might that look like for
marketing to actually be positioned

{{00:02:37}}
as a service industry to our
customers, to our prospects?

{{00:02:43}}
You're probably thinking, obviously
of course I have to know my audience.

{{00:02:47}}
It is a no brainer, but I
want to dive a little bit

{{00:02:49}}
below the surface on this one.

{{00:02:51}}
And I want to talk about persona
profiles first and getting

{{00:02:53}}
real with our persona profiles.

{{00:02:55}}
I always think it's worth giving
these a fresh look, revisiting them

{{00:02:58}}
and making sure we're really getting
to the emotion and the spirit of

{{00:03:02}}
what those are supposed to be about.

{{00:03:04}}
And sometimes they can get very
focused on demographic, data,

{{00:03:07}}
and age and gender and what
toppings they like on their pizza.

{{00:03:10}}
And none of that is really going
to help you understand how to

{{00:03:13}}
build trust with this audience.

{{00:03:15}}
And so I would try to make sure
you're digging into what are the

{{00:03:19}}
emotions they're bringing to work
every day, their pains, their joys,

{{00:03:22}}
their challenges, their motivations?

{{00:03:24}}
By the time we're done, we should
really have a good feel of what it's

{{00:03:27}}
like to walk a mile in their shoes.

{{00:03:30}}
And you're never going to get all of
that from just a piece of paper, right?

{{00:03:32}}
So those personas are a starting point.

{{00:03:35}}
I would always recommend doing
actual interviews with your

{{00:03:38}}
customers, if you haven't already.

{{00:03:40}}
They can be in person,
they can be over the phone.

{{00:03:42}}
It's even an opportunity to maybe
set up a panel and invite the whole

{{00:03:46}}
company to sit in and hear that
because you want to start to build that

{{00:03:49}}
understanding of why are we doing this?

{{00:03:51}}
Who is this for across
the whole company?

{{00:03:56}}
Building your content strategy
around your audience needs is

{{00:04:00}}
the key, not building our content
strategies around the sales funnel.

{{00:04:03}}
Here is our good old familiar
sales funnel and its best

{{00:04:07}}
friend, the buyer's journey.

{{00:04:08}}
And what both of them have in common
is they're built around this idea of

{{00:04:12}}
people moving through a very contained,
very neat, very linear journey.

{{00:04:17}}
This is not how people engage anymore.

{{00:04:20}}
They have all of the
power as they should.

{{00:04:22}}
They have all of the information
and our buyers will engage with us

{{00:04:25}}
when they want and how they want.

{{00:04:27}}
Right.

{{00:04:28}}
But, many companies are actually still
mapping out and planning their content

{{00:04:34}}
strategies based on the sales funnel.

{{00:04:36}}
And when we do that, we end up with
what I like to call funnel thinking.

{{00:04:40}}
There's two issues with
the funnel thinking.

{{00:04:42}}
One is that we're not starting
from the right place when

{{00:04:45}}
we come at it that way.

{{00:04:46}}
We're starting with our
journey we want them to take.

{{00:04:50}}
What we want them to do instead
of what the audience wants.

{{00:04:53}}
And the second gap is that we're
missing the whole tooth ends

{{00:04:57}}
of the spectrum pre funnel.

{{00:04:59}}
So those people who don't even know
that they have a problem yet they

{{00:05:01}}
might not even know we exist or
that they have a need, but they're

{{00:05:04}}
a potential audience for you.

{{00:05:05}}
And then also post funnel,
those who have already become a

{{00:05:08}}
customer and that we also want
to increase our engagement with.

{{00:05:12}}
Instead, I like to use a framework
I call the audience needs framework,

{{00:05:16}}
and this is all about figuring out
what the informational needs are of

{{00:05:20}}
our audience that we can meet with
content that are going to help them

{{00:05:24}}
in the ultimate job to be done.

{{00:05:44}}
Three quick key things for setting
up for success when implementing

{{00:05:48}}
your engagement marketing strategy.

{{00:05:50}}
And the first is internal buy-in.

{{00:05:53}}
I'm sure I don't have to tell
anybody in here how important

{{00:05:56}}
it is to get internal buy-in
in order to get your engagement

{{00:05:59}}
marketing program off the ground.

{{00:06:00}}
And also to be able to
keep it off the ground.

{{00:06:03}}
But I can share a few tips and
things that I've tried out that

{{00:06:06}}
have worked in building out some
of the buy-in from the get-go.

{{00:06:09}}
So, as we looked at earlier, sharing
those persona profiles, if you

{{00:06:12}}
can, company-wide and if you can
put them in some kind of really

{{00:06:15}}
engaging format that people are
more likely to look at, even better.

{{00:06:18}}
But we want the whole company to
start really feeling like they

{{00:06:21}}
know and understand this person
that we serve on the other end.

{{00:06:25}}
Next I would suggest, and this is
a big undertaking, but I think it's

{{00:06:28}}
worth it, doing an audit of every
touch point your customer has with

{{00:06:34}}
your company across all departments.

{{00:06:36}}
And we did this process at my last
company and it was so interesting.

{{00:06:42}}
We identified someone who was either
creating content or had an interest

{{00:06:46}}
in content in every department
across the company, met one-on-one

{{00:06:49}}
and documented all of the pain
points, all of the challenges.

{{00:06:52}}
As you could imagine, there were
many common themes that started

{{00:06:55}}
emerging, which was a great learning.

{{00:06:57}}
But it also had the added benefit of
starting to empower these champions

{{00:07:02}}
across different departments because
they can't, as I'm sure you guys can

{{00:07:05}}
imagine it can't just be a content
marketing or a marketing driven effort.

{{00:07:08}}
You need that buy-in from
across the organisation.

{{00:07:10}}
And so as people see, this
is going to also help me

{{00:07:13}}
solve some of my challenges.

{{00:07:15}}
They start to become champions
and some companies like Salesforce

{{00:07:18}}
have even formalised this into an
actual content center of excellence

{{00:07:22}}
that's across departmental
team within the organisation.

{{00:07:26}}
And then as Content Marketing World
and Content Marketing Institute have

{{00:07:29}}
championed for years, documenting your
strategy, defining, and then sharing

{{00:07:34}}
your, I would recommend creating an
engagement vision statement, mission

{{00:07:38}}
statement, and core values, just like
you might for your content strategy and

{{00:07:42}}
even engagement guidelines, which can
touch on voice and tone, but also touch

{{00:07:45}}
on types of content where we'll engage,
how we'll engage, how we won't engage.

{{00:07:49}}
And then getting that shared
throughout the company.

{{00:07:56}}
The starting point I would
say is defining what those

{{00:07:58}}
meaningful interactions are.

{{00:08:00}}
What are all of the different
touch points and interactions that

{{00:08:02}}
your audience could have with you?

{{00:08:04}}
What are the value of those
different interactions you might

{{00:08:06}}
want to create a hierarchy of how
meaningful those interactions are.

{{00:08:11}}
And then I do like to actually track
and measure against those audience

{{00:08:15}}
needs we talked about earlier.

{{00:08:16}}
So once you've identified what
your audience's informational

{{00:08:19}}
needs are, tagging those so you
can go back and report on them.

{{00:08:22}}
You can make sure that you're
hitting all of them and

{{00:08:24}}
not creating any huge gaps.

{{00:08:26}}
Attribution reporting, as I
mentioned is a great way to get

{{00:08:29}}
started with tracking the influence
of your content on engagement.

{{00:08:32}}
Don't forget about brand affinity.

{{00:08:34}}
If you're not familiar with that term
Wistia, the video company has a lot

{{00:08:37}}
of great resources out there on brand
affinity and how to measure for it.

{{00:08:40}}
And then lastly, on the more
advanced side, I'm either using a

{{00:08:43}}
third-party tool or maybe developing
a model for sentiment tracking.

I want to talk a little more broadly
about this thing that I'm calling

engagement marketing, which is a
framework that we can use to make

sure that our content strategies
are staying audience focused, even

as all these times are changing
and will continue to change.

I think this is a good place
to start, is going over this

Also it's primarily focused on the
outcome for us at the end of the

Now let's contrast that with
a definition of engagement.

Engagement marketing is a holistic
strategy focused on creating

industry leading brand experiences
that consistently provide value,

demonstrate empathy, and build
trust across the customer life cycle

and ultimately drive meaningful
interactions for the business.

I like to call those the engagement
marketing core values, and I think

that providing value, demonstrating
empathy and building trust are really

the three key ways that we show our
audience that we understand them and

They're the difference between
focusing on short-term conversions

and transactions really on our
website, to moving to a focus on

And they help prepare us for
unprecedented times because we're

earning that trust, we're building
that relationship ahead of time.

So when these different and strange
times hit, we've already basically

earned that permission to engage
in conversations with our audience.

The biggest thing I'd note then in
the difference between that content

and engagement marketing definitions
are that engagement marketing is

not about meeting our audience's
needs so that we can be successful.

It's about meeting our audience's
needs so that they can be successful.

Engagement is about people,
not personas, not products

I think that we all need to
think a little bit more like

We would probably do well for marketing
to shift our perception of ourselves,

and even within the organisation,
of less of just an extension of

the sales team and actually more
of a service oriented industry.

What might that look like for
marketing to actually be positioned

as a service industry to our
customers, to our prospects?

You're probably thinking, obviously
of course I have to know my audience.

It is a no brainer, but I
want to dive a little bit

And I want to talk about persona
profiles first and getting

I always think it's worth giving
these a fresh look, revisiting them

and making sure we're really getting
to the emotion and the spirit of

And sometimes they can get very
focused on demographic, data,

and age and gender and what
toppings they like on their pizza.

And none of that is really going
to help you understand how to

And so I would try to make sure
you're digging into what are the

emotions they're bringing to work
every day, their pains, their joys,

By the time we're done, we should
really have a good feel of what it's

And you're never going to get all of
that from just a piece of paper, right?

I would always recommend doing
actual interviews with your

They can be in person,
they can be over the phone.

It's even an opportunity to maybe
set up a panel and invite the whole

company to sit in and hear that
because you want to start to build that

Who is this for across
the whole company?

Building your content strategy
around your audience needs is

the key, not building our content
strategies around the sales funnel.

Here is our good old familiar
sales funnel and its best

And what both of them have in common
is they're built around this idea of

people moving through a very contained,
very neat, very linear journey.

They have all of the
power as they should.

They have all of the information
and our buyers will engage with us

But, many companies are actually still
mapping out and planning their content

And when we do that, we end up with
what I like to call funnel thinking.

There's two issues with
the funnel thinking.

One is that we're not starting
from the right place when

We're starting with our
journey we want them to take.

What we want them to do instead
of what the audience wants.

And the second gap is that we're
missing the whole tooth ends

So those people who don't even know
that they have a problem yet they

might not even know we exist or
that they have a need, but they're

And then also post funnel,
those who have already become a

customer and that we also want
to increase our engagement with.

Instead, I like to use a framework
I call the audience needs framework,

and this is all about figuring out
what the informational needs are of

our audience that we can meet with
content that are going to help them

Three quick key things for setting
up for success when implementing

I'm sure I don't have to tell
anybody in here how important

it is to get internal buy-in
in order to get your engagement

Trend

Traditional content marketing strategies focus mainly on driving customer action through a neat, controlled funnel. However, this type of strategy sometimes lead marketers to push content they think the audience wants instead of basing their strategy on what the audience needs in reality, resulting in a 'funnel thinking' mentality that allows for missed opportunities. Ali Orlando Wert talks about the idea of engagement marketing, which promises a different approach to content marketing based on an 'audience needs' framework to generate more value for content and drive profitable action.

thumbnail_ALI ORLANDO WERT.jpg

xsmall_ALI ORLANDO WERT.jpg

ALI ORLANDO WERT.jpg

Ali Orlando Wert

Director of Content Strategy

One is focused on the outcome for the company. The other, in the outcome for the customer. Here you can understand what are the main differences between the two. 

Content Marketing vs. Engagement Marketing

Providing value demonstrating empathy and building trust are the key ways to show the audience your company resonates with the intended audience. 
Implementation:
	Know your audience
	Align to your audience
	Set up for success
	Measurements