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Marketing Masterclass, Episode 2: The art of relevancy


Want to learn about growth marketing from some of the best in the business? Tune into “The Marketing Master Class” podcast series to hear expert tips, hacks and best practices.

In the second episode “The art of relevancy,”1 you’re hear from Lee Odden, author of “Optimize” and CEO of TopRank Marketing.
He stopped by to share some wisdom on developing a customer-centric content strategy.
He also offers some advice on how to use search marketing to amplify your content and keep your brand relevant.

“Life is all about search, isn’t it? We’re all searching for something. None of us have the answers,” Lee exclaimed. “Buyers don’t have answers; they’re looking for solutions. If they have a pain point, they might go to social and ask their friends [for recommendations or referrals] ... But then what do they do after getting that information? They go to search to validate.”

“Content is the reason search began in the first place … Content is the answer, but search delivers those answers to buyers in their moment of need,” Lee said.

"Today, consumers are confronted by 63 gigabytes of media or data a day,” Lee recalled. They are overwhelmed by information and burdened with the paradox of choice. Brands can’t afford to be irrelevant.

However, brands continue to make the same mistake of producing ego-centric brand messaging. We talk about ourselves, instead of talking to the customer and addressing their needs.

To improve engagement with customers, it’s important to understand and empathize with them.


What does a customer-centric content strategy look like?

Lee recommended the Best Answer approach: identify topics of interest at each stage of the decision journey. Understand the particular content preferences of each target audience or segment. For example:
  • How do they discover information?
  • What do they subscribe to?
  • What do they search for?
  • Who influences them?
  • What are the triggers that motivate them to take action?
“With this empathetic view of customers and architecting content plans that are accountable to this notion of discovery, consumption and action. That is how we win,” Lee explains.

"When you’re creating content, it’s important to see “search as a way of attracting the right audience to that content. When you look at the entire customer lifecycle, … search plays or can play a critical role at every single stage at surfacing the right content that the buyer is actively looking for. When you can surface content in their moment of need, that is a huge win. Unfortunately, a lot of companies aren’t doing that as much or as well as they should."

Lee added that “ any company that doesn’t factor in search into ALL content …, they’re crazy. It’s money left on the table.”
Hear more from Lee Odden in Episode 2: “The art of relevancy.
You can also subscribe to “The Marketing Master Class” and other Bing Ads podcasts on Soundcloud.
Want more best practices to modernize digital marketing strategy with search engine marketing? Download “The growth marketer’s guide to search.”
 
1. Podcast: Geoff Colon, interview with Lee Odden, “The Marketing Master Class,” podcast audio, March 2017, https://soundcloud.com/bing-ads/the-marketing-master-class-episode-2-the-art-of-relevancy-with-lee-odden