I’m getting a little tired of reading about millennial this, and millennial that. I am the parent of four of them, one of whom is already working in the industry. And while I honestly believe they get a bum rap, that doesn’t change the fact that they will make up half of the workforce in TWO YEARS!
The way we do business has begun to change. The way purchases are made has already changed. And the changes reflected in today’s consumer buying habits are now impacting the way businesses research and purchase equipment, technology and print.
Andrew Davis, from the Content Marketing Institute lays it out here: Content builds relationships. Relationships build trust. Trust drives revenue. Build a buying audience, and the rest will take care of itself.
Key characteristics of tomorrow’s (and a good chunk of today’s) buying audience include how and what content is being consumed and shared and their approach to companies and brands. Other traits include wanting to co-create and collaborate as well as the different ways in which they respond to outbound and inbound marketing.
Take a look at your company’s home page. Right now.
What do you see? What does it say? Is it clear how you help your customers? Do you provide a variety of content that can be shared and consumed on different platforms? Are you having conversations on your social channels?
Are you showcasing experiences or machines?
You need content that people actually want to engage with. It’s information they want to read, watch or listen to. If all you’re doing is selling and preaching about your brand instead of creating useful, interesting content, your bottom line will soon suffer.
Anyone hoping to succeed in business, even Print, will need to have a strong online marketing mix, starting with their website. It’s no longer about how your content can drive sales, but about what your content can do for your audience.
Whether you need a full messaging overhaul or a blog post, I will help you realign your marketing trajectory and plot a course for sales success. Contact me today.