A conversation with Kim Albee, President of Genoo, and Ardath Albee, author of "eMarketing Strategies for the Complex Sale" that explores how LISTENING effectively is the key to developing great content.
Listening is all about giving you a method of figuring out what's important to your prospect audience. In order to create really relevant content, that's valuable to your audience, you've got to create it in a way that works for them, and uses their language and phrasing. That's the only way you're going to enter the conversation already happening inside their head, and make a difference with it in a way they will pay attention to your messages and content and value it.
This is very different than how you look at how you 'think' they're trying to solve their problem. This interview outlines the tools and social media sites you can use to create listening strategies that will give you the intelligence you need to be intimate with your target audience.
The following tools and how to use them to effectively listen to your target market are outlined in the interview:
- LinkedIn Groups
- Google Alerts
- Google Reader
- Twitter tools
- Attending Webinars
- Amazon book reviews
As well as how to segment your time and get what you need to feed your content strategy, so listening doesn't suck up valuable time you are already trying to manage as well as you can.
Ardath Albee, CEO of her firm, Marketing Interactions, Inc. is a B2B Marketing Strategist. She applies over 20 years of business management and marketing experience to help companies with complex sales use eMarketing strategies to generate more and better sales opportunities.
Her book, eMarketing Strategies for the Complex Sale is now out from McGraw-Hill.