Try focusing more often on a personal, authentic (and imperfect) message, one that fits seamlessly with your brand values. Because such a message connects. By constantly asking yourself: “Does it feel like you?”, you will create content that comes across as genuine. And that’s what you want.

If you also realize that people can live on without your organization, you are well on your way. Just look at the amount of providers. Basically they don’t need you at all. Unless… you become the most relevant provider. But how do you become it? By continuously meeting your target group’s needs. Even if they don’t know what the need is yet. By continuously reaching them with relevant, personalized content. And by responding to their feelings. Again, authenticity plays a role.

People will forget what you said, people will forget what you did, but people will never forget how you made them feel. – Maya Angelou

No guesswork, but data-driven

An organization that scores well on personal content is Netflix. With her current 221.6 million subscribers , she is still the largest streaming platform in the world. The customer data that the organization retrieves from the Quality Directors Email Lists recommendation system allows it to adapt to each individual user, for the ultimate personalized experience. In this way she continues to bind the viewer with personal content.

In addition, the organization can predict which films and series are viewed well (locally, but also worldwide) through viewing and search behavior and then convert this into a production. A good example of this is the launch of the House of Cards series. Netflix noticed that people are very interested in political movies and series, thrillers and murder mysteries. By combining this, they managed to get a ratings hit. Not based on luck, but based on data that was converted into personalized content.

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 Content marketing is too complex

Netflix is ​​a good example, but of course not every organization has access to so much data and money for this type of research. However, smaller organizations can also map out where the need lies based on search behavior and customer data. You can find these insights in many useful places. Think of the search bar on your website, searches in search engines, search bars on social media, but also content that is widely read.

Despite the fact that we all know this by now, we still like to be guided by feeling. Something with sensitive animals… And in some cases that is not wrong at all. Entering into relationships, whether or not to move or to change jobs (to name a few) are all things you can decide on instinct. Do what makes you feel good. But business is all about practical situations. And practical situations require practical solutions.

Decisions you make based on assumptions, intuition or an observation are (often) not enough for growing results. HiPPOs in particular have a hand in this. Because of their functions, they are seen as experts and their opinions are presented as facts, while they are subjective. You can imagine the influence that has on decision-making and results.

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