What does it even mean to be customer-centric?
Content marketing is not an island. It is part of a bigger picture, aiming to create business value by creating customer value. It takes a customer-centric and integrated approach to succeed in content marketing. We like to call it the Copernican view, the outside-in view as part of a broader ubiquitous optimization mindset. Creating business value through creating customer value using content marketing – and putting the customer experience at the centre. A customer-centric content marketing manifesto.
Customer-centricity, for is, is a term with a clear meaning that needs no further explanation. It can be used in a context probably most do: give a damn, put the customer in the center and see that customer value leads to business value.
Go the extra mile.
Care.
Don’t think channels, content, tools first, think customer first. Work customer first. Don’t let the customer feel the pain because you’re not organized around him but around organizational silos. You know. Yet, strictly speaking, we often use the word customer-centricity in a wrong way, depending on whom you ask of course. In the eyes of Peter Fader, who wrote a book on the topic, for instance, customer-centricity really means focusing on your best customers and prioritizing, based on customer data and the Customer Life Time Value. It also means focusing on products and services for the best customers as you can see below.
