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Lee Odden

The Power of Empathy for More Customer Focused Content Marketing

Lee Odden on Jul 28th, 2014     Content Marketing

Customer Empathy

Marketers are really jumping on the content bandwagon while the definition of what “content marketing” really means varies greatly between the SEO, PR, advertising and custom publishing industries.

For example, I recently read a very clever post about content marketing on a popular SEO website providing an impressive array of content types, tactics, tips and shortcuts for content to be created and used as a marketing asset. But not once were “customer journey”, “buying cycle”, “customer insight” or related concepts mentioned.

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.

Lee Odden

What’s the One Most Important Skill for a Content Marketer?

Lee Odden on Mar 10th, 2014     Content Marketing

content marketing empathyFocus and simplicity help ideas grow.

The changing, competitive and often complex world of content marketing could use some simplification and that’s why it was refreshing to get the following question recently:

What’s the one thing that has been instrumental for you to be successful at content marketing?

My gut reaction of course was, there is no “one thing”. There are many things and they vary depending on the industry, types of product/services, target audience, maturity of the company’s marketing, resources, timeframe and so on. In fact, I posted about an array digital marketing skills just 2 weeks ago.

But really, for me there is one thing that seems to stand out.

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