Businesses should create content that can help customers solve their problems

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 29, 2020, 1:15 PM UTC

Marketers should not rely solely on data while developing content.

Consumers rank trust as one of the most critical factors in their purchasing decisions. This piece suggests that marketers use to combine data with empathy to create content that can help customers solve their problem. Leveraging empathetic storytelling can aid marketers to build deeper bonds with their target audience.

Brand stories should revolve around customer challenges and allow consumers to see themselves in the story. Instead of using marketing messages to pitch sales, businesses should create content that addresses consumer pain points.

Understanding how a potential consumer conducts research and finds a solution can help marketers get a new perspective and create value-added content. However, they should avoid jargon and offer the content in simple, accessible language.

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