Does your company look at content through customers’ eyes? Here’s one way to tell: Look at your marketing content. For starters, riffle through some titles. Do the words typically convey customers’ concerns? Or do they mostly call attention to the things you sell?
If products hog the spotlight, you’re missing opportunities to build customer relationships and, ultimately, revenue. You’re also missing opportunities to streamline your content efforts throughout the organization, including distribution, management, and reuse.