There's a process that you go through when you're getting to know someone. Learning their likes and dislikes, habits and aspirations, favorite movies and go-to recipes when they just don't want to think about dinner.
A lot of businesses are trying to find out the same things about their customers in order to provide a great customer experience. But just like any relationship, this is a two way road, where each side takes turns speaking and listening.
This week we heard about the storytelling skills being used to engage audiences and about the true value of collaboration. One contributor's article about his favorite SharePoint 2013's features got a song from "The Sound of Music" stuck in my head all week as a result. Not fair.
Content Marketing: Fad or Here to Stay?
How long will content marketing last?
When will the party end?
Barb Mosher Zinck (@bmosherzinck): Content Marketing isn't exactly new, but it's certainly come mainstream with the evolution of the Internet and recognition that the online customer experience should be as much about engaging and building loyal subscribers as it is about selling products and services. The two go hand in hand these days.
Martin Rapavy (@bee_cms): For many companies, content marketing is a direct way for getting new leads. Before they allow you to read or download e-books, white papers, videos or any other content, they present you with a form.
Through forms, companies get personal information about people reading their content. While this approach is absolutely legitimate, in many cases if done wrong, it may lead to an opposite result by losing potential customers. Let's go through the five most common errors companies do in getting the leads through content marketing.
Siobhan Fagan (@smg_Siobhan): All businesses struggle with the question of what works in marketing. To hear how one organization made the decision to switch from traditional marketing tactics to a content marketing focus, we turned to Nicolas Antonio Jimenez of Widen. Nicolas acts as Digital Asset Management provider Widen's Marketing Coordinator and has witnessed firsthand the benefits that came from providing quality content to create an educated audience.
Because Customers Are Out There
Jeff Seacrist (@jeffseacrist): The digital marketing world was all abuzz when Forrester Research made the bold statement that web content management was now part of a larger category they dubbed Customer Experience Management (CXM). The logic was reasonably clear — it is difficult to manage content in the absence of really understanding the customer.
The stereotypical image of a customer service or call center organization typically resembles the following: teams of customer support representatives (CSRs) chained to endless rows of cubicles. Employees punch in and out. They field phone calls and online queries, while an overhead monitor displays the average wait time. This assembly line management no longer fits with current expectations of customer service in a connected, web age.
Virginia Backaitis: There was an interesting article in the NextGen Journal earlier this month.
It argues that every social media manager should be be under 25 years of age. As one might expect, it has stirred up its share of attention (7.5 k Facebook “likes,” 1727 tweets and 872 Google+) and controversy (especially from those of us who are over 25).
Walker Fenton (@walkerfenton): “Social” is growing up. What was a trendy moniker in front of just about every new product or business process is beginning to recede; not because it’s failing, but because it is becoming the norm.
Dave King: In many ways, the rise of mobile as a feedback channel mirrors the introduction of online surveys ten years ago. While the adoption of any new channel will certainly raise a similar set of issues, this is where the similarities end.
Eric J. Hansen (@ericjhansen): If you haven’t optimized your website for mobile traffic yet, you are likely missing a big opportunity to market to prospects and strengthen engagement with your current customer base. So the question becomes, what are you doing to optimize your mobile website?
Gerry McGovern (@gerrymcgovern): Words such as "loyalty", "engagement", "community", and "experience" describe a largely false relationship between customers and organizations.
This was the theme of Web Tracking for You, a session at the tenth Black Hat security conference in Las Vegas presented by Gregory Fleischer.
Smarter, Cheaper, Lamer?
Nigel Danson (@nigeldanson): As intranets become more collaborative and intranet products allow increasingly more decentralization of content management, they grow in size at a rapid rate. It is then more and more imperative that the content on the intranet is a) easy to find and b) pushed to the relevant person.
Increasing the relevance of content saves time and improves the value and user experience. This tailored interaction creates a more positive intranet experience.
Oscar Berg (@oscarberg): The "you get what you pay for" mentality still survives in the enterprise and is an important point to remember when trying to demonstrate the true value of collaborative tools to decision makers.
Toby Ward (@tobyward): SharePoint was originally developed as a response, albeit a very weak one, to IBM’s Websphere software, which quickly became the leading enterprise portal solution. However, the mighty Microsoft, never one to rest on its laurels, decided to chase the leader by pouring billions of dollars into SharePoint and has arguably displaced Websphere as the category leader, while IBM has allowed Websphere Portal to plod along with comparably little fanfare, or investment.
David Coleman (@dcoleman100): Wikipedia defines Third Place or Third Space as “a term used in the concept of community building to refer to social surroundings separate from the two usual social environments of home and the workplace.
An estimated 30 million Americans, or roughly one-fifth of the nation's workforce, are part of the so-called Kinko's generation, employees who spend significant hours each month working outside of a traditional office.
Raindrops on Roses and Whiskers on Kittens
Steven Pogrebivsky (@metavistech): The public beta of SharePoint 2013 is now available for download. Like everyone, we found lots of interesting things in this new version. Here are a few of our favorite things.
Mike Doane (@mikedoane): This is the conclusion of my three part series on governing taxonomies. This post will wrap up the series with some next steps for you to take to let your taxonomy flourish.
Record keeping technology for both digital and physical records has been on the market for over two decades. Professional degrees, diplomas, certifications, designations and industry associations have been around for even longer. Public sector is often assumed to be among the best-equipped of industry verticals when it comes to information management.
Randy Bean: The availability of new big data platforms and technologies is enabling organizations and their data scientists to analyze greater varieties of data, in greater volumes and with greater velocity. However, the goal of these advanced data analytics efforts is fundamentally aimed at realizing the same objective that executives and data analysts have been pursuing for decades – how do we gain business insight and answers to our most critical questions, and how do we get these answers so that we can respond to opportunities more rapidly than our competitors?
Title image courtesy of NLshop (Shutterstock)