In writing my new book, Digital Relevance, I spent a lot of time thinking about how a digital approach changes a lot of things, including the opportunity we have to become more relevant to our audiences.
An obvious line of thought, given the title of the book, right?
But here’s the thing. Most marketers have gotten so tied around the axle about wanting their content to perform from an audience perspective that they’ve not given much thought to how it can perform as an inquiry to improve that very relevance and engagement that they’re after.
The big question to answer is – What is my content designed to help me – as a marketer – learn about those who engage with it?
What I see mostly is the assumptive stuff based on format, such as:
- If the audience engages with an ROI calculator or views a demo they’re late stage
- If they complete a form they may be a “lead”
- If they attend a webinar they’re in the evaluation stage
But, how do you know? Because someone said so? Hmm.
