Brands who want to get the most out of a content marketing program ought to embrace a user-centered approach to developing and delivering that content. The content and the channels that deliver that content should be designed around prospect and customer intent. What do people want to get done, what decisions do they have to make towards an end, what questions do they have.
Design around that not around what you want them to know about you. Good user-based design will always communicate the latter by “showing” not “telling.”
The ultimate utility and the hardest to deliver against is helping to foster behavior change. Helping people stop smoking, get exercise, manage their money, and so forth. In the property and casualty business, we want to help people lead safer lives. So much of that job is in people’s hands. It is the actions big and small they can take to reduce hazards around the house or risks related to driving.
