{"componentChunkName":"component---src-templates-insights-js","path":"/insights/11/","result":{"data":{"contentfulPage":{"id":"a5fd4580-750a-5e80-942a-1614f4ed992d","slug":"insights","seoTitle":"Brand/Marketing Insights & Industry News - ParkerWhite","seoDescription":{"seoDescription":"When it comes to brand marketing, ParkerWhite has an extensive archive of resources. Visit this page for insights on branding and marketing."},"seoHelmet":{"seoHelmet":"<link rel=\"canonical\" href=\"https://www.parkerwhite.com/insights/\" />"},"openGraphImage":{"localFile":{"publicURL":"/static/cb6a437da47930a5d9b2fdefb64359e9/PW_Preview_Insights.jpg"}}},"allContentfulInsightsPage":{"edges":[{"node":{"id":"7ec315f8-5c9b-5f30-bd34-8d608597d5eb","title":"Educating Customers With Interactive Sales Tools","slug":"educating-customers-interactive-sales-tools","date":"2019-03-14T00:00-08:00","preview":"Forrester forecasts that 1 million U.S. B2B salespeople will lose their jobs to self-service eCommerce by the year 2020.","text":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Forrester forecasts that \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.forrester.com/report/Death+Of+A+B2B+Salesman/-/E-RES122288\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"1 million U.S. B2B salespeople will lose their jobs to self-service eCommerce by the year 2020\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\". The B2B customer of today overwhelmingly prefers to research on their own and ultimately to buy products and services via a self-service website. Pair that with the fact that the average adult attention span has dropped from \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://time.com/3858309/attention-spans-goldfish/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"12 seconds to 8 seconds\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" and you are left with the “modern customer.”\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Because the modern customer’s buying habits are continually evolving, marketing and sales teams are being forced to educate and engage customers in more strategic ways than ever before. Understanding that the modern customer is always connected, highly opinionated and easily distracted is just the beginning.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"With a wealth of digital sales tools at our disposal today, marketing teams have an arsenal for dazzling customers and prospects. After the sales rep leaves the room, it’s the self-engaging digital tools that allow your customers to explore on their own terms that are yielding the best results.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Recently, ParkerWhite was tasked with helping ZEST Anchors launch their next generation LOCATOR Overdenture Attachment System. We unveiled an innovative Augmented Reality (AR) app to support the launch of their new \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/work/zest-locator-r-tx/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"LOCATOR R-Tx\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\". By simply downloading the app to a phone or tablet, customers were able to see a 3D, 360-degree view of the product along with all of the new features and benefits from within their own devices. This created an interactive and engaging way to view the product giving customers and OEMs the freedom to explore the product and share the new experience with others. And the data collected from each interaction allows ZEST to begin to nurture that relationship.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Nothing can replace the value of a personal and trusted relationship, but the way sales are conducted today is shifting more and more to a virtual world. In healthcare, the sales rep is not only a product and technique expert but they are also having to play offensive debaters to position against new competitors and altered perceptions of clinical studies.In situations like that, it’s best for sales representatives to turn the discussion into an interactive dialogue engaging the customer and making them feel like an active participant. This is exactly what we did for \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/work/halyard-health/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Halyard Health’s ON-Q* sales team\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" to defend against a new pain modality. To adequately showcase the superiority of their products, we built an interactive PDF that acted as a sort of choose-your-own-adventure story. Customers could choose sections they wanted to learn more about without having to click through a bunch of slides they already understood. Depending on where the conversation was going the sales rep could easily jump to a certain chapter, allowing them to have deeper, more impactful conversations with potential customers.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/insights/5-tips-to-analyze-and-improve-your-b2b-marketing/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Successful B2B marketing campaigns\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" require both sales and marketing teams to recognize that developing relationships with prospective customers revolves around the engagement and optimization of each individual’s interaction. Creating environments and platforms that allow the customer to be the driver in his or her own understanding of your products rather than just being a passive recipient is paramount. When your customers are actively involved in the understanding of your products, rather than just being spoon-fed information, they will build stronger emotional connections with your brand, as you are able to communicate with them with content that is relevant to them greatly influencing purchasing decisions.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"italic\"}],\"value\":\"Editor’s Note: This post was originally published in April 2016 and has been updated for accuracy and comprehensiveness.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"image":{"localFile":{"childImageSharp":{"gatsbyImageData":{"layout":"constrained","placeholder":{"fallback":"data:image/png;base64,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"},"images":{"fallback":{"src":"/static/0b3b2eea3d84879edcc339e02b9e8052/adbe6/r-tx-Augmented-Reality-app_2.png","srcSet":"/static/0b3b2eea3d84879edcc339e02b9e8052/a4c91/r-tx-Augmented-Reality-app_2.png 149w,\n/static/0b3b2eea3d84879edcc339e02b9e8052/d25a1/r-tx-Augmented-Reality-app_2.png 299w,\n/static/0b3b2eea3d84879edcc339e02b9e8052/adbe6/r-tx-Augmented-Reality-app_2.png 597w","sizes":"(min-width: 597px) 597px, 100vw"},"sources":[{"srcSet":"/static/0b3b2eea3d84879edcc339e02b9e8052/b0dab/r-tx-Augmented-Reality-app_2.webp 149w,\n/static/0b3b2eea3d84879edcc339e02b9e8052/6849c/r-tx-Augmented-Reality-app_2.webp 299w,\n/static/0b3b2eea3d84879edcc339e02b9e8052/dc0b7/r-tx-Augmented-Reality-app_2.webp 597w","type":"image/webp","sizes":"(min-width: 597px) 597px, 100vw"}]},"width":678,"height":876.7437185929649}}}},"category":{"name":"Digital Marketing","slug":"digital-marketing"}}},{"node":{"id":"a75f7800-23c8-577c-91ff-71f7bee4a147","title":"Customer Journey Mapping: Take a Walk on the Wild Side","slug":"take-a-walk-on-the-wild-side-mapping-out-your-customer-journey","date":"2019-03-14T00:00-08:00","preview":"A customer journey is simply the steps a customer takes before they purchase your product or services, as well as the steps they take after purchase. ","text":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"A customer journey is simply the steps a customer takes before they purchase your product or services, as well as the steps they take after purchase. Many companies forget about the after purchase path, however, it is equally important as the steps that lead to the purchase. This journey, when written down in detail, can help your team understand a customer’s needs, wants, and pain points—at the right time and place. Take a walk on the wild side: Mapping out your customer journey.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Example Customer Journey\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"To start our journey, let’s follow Roberta—the CMO of a wellness tech company. In 6 months, her company will launch a new, game-changing product and they want it to make a big splash at the CES Conference and across the wellness scene. She is looking for a \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/work/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"health-focused marketing agency\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" to help create booth visuals, \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/services/digital-marketing/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"lead generation strategy\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\", an email marketing campaign, landing pages, and interactive social media content. Let’s step into her vegan, locally made shoes to see an example of a path that would lead her to discover ParkerWhite Brand Interactive:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Roberta goes to Google and searches “\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"marketing agency wellness\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\"”\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"On page one, ParkerWhite and a few other agencies pop up on Roberta’s screen (because ParkerWhite and the other agencies excel at \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/services/digital-marketing/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"SEO\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\").\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Roberta clicks on a few websites and starts shopping around. However, after 15 minutes she gets called into a meeting for the rest of the day and forgets about the agencies she searched.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Later that night, Roberta is swiping through her Instagram stories and is intrigued by a sponsored Instagram story from ParkerWhite about wellness marketing.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The next morning, Roberta is on her daily positive affirmation website and clicks on a re-targeted ad from ParkerWhite about wellness marketing.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"She checks out their website and downloads a case study about a client that is similar to her wellness company.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"ParkerWhite follows up via emailing Roberta an offer for a free consultation.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Roberta has now developed a bit of a bond with ParkerWhite and schedules a meeting with them.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Roberta meets with the ParkerWhite team and they craft a brilliant and comprehensive game plan that makes her new product a must-have for all yoga teachers—her target market.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The ParkerWhite team works hard to action the game plan and create a campaign that surpasses all expectations.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/services/brand-and-strategy/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"product launch\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" went so well that Roberta has recommended ParkerWhite to her friend Angie who is about to launch a new drink that is a mix of coconut water and turmeric. ParkerWhite built a user-friendly referral program and her friend’s company is now a partner of ParkerWhite.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"ordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"In the example above, it is a good thing the \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/about/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"San Diego marketing team\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" at ParkerWhite drew out a detailed customer journey so they would know how to target someone like Roberta and eventually her friend Angie. Now, before you continue reading, it is your turn to fill up your glass of coconut water and take off your shoes (figuratively or literally— I’d choose the latter) because you are putting on your customer’s shoes and going on a journey deep into their world!\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\" \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How to create a customer journey map or timeline\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"In short, you will do the following:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Define: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"Set clear goals and a buyer persona\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Locate: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"Map out the main customer touch points\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Shift: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"Understand the motivations, questions, and obstacles that can move a customer forward or backward in their journey\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Retain: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"Once the sale goes through, create a plan for how will you appeal to your customer’s emotions for retention and referrals\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Be The Customer: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"Once your map is completed, take the journey yourself and make edits as needed\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"ordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Define:\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\" All journeys have an end goal, and this is no different from a customer journey. Ask yourself: What is the end goal for this journey? What type of experience will the person have? Once you do this, you need to create a fictitious person that represents your average customer. Think anything that would define their journey such as their: education, location, economic situation, emotional pulls, interests, social media usage, etc.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Locate: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"Touchpoints are all the places that a customer can interact with your brand. This could be in your store or website, on a Facebook post, or roadside billboard. For your online touch points, run a Google search to note all of the places that mention your brand. You can dig deeper into this traffic by checking in your Google Analytics (or a similar tool) to make data-driven statements about your touch points.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Shift: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"Start by listing all of the actions, and the emotion that fuels the action, that a customer can take while interacting with your brand. Next, list out the obstacles and questions that could prevent a customer from moving forward on their journey. Understanding how you can make the journey easier for your customer can pay off in higher—and cheaper—conversion rates.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Retain: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"You spent all this time and resources getting a sale, now let’s work on keeping them coming back and gushing about your product to their friends. This part of the journey highly varies by brand, but the key is to put a strategic plan in place that seeks to build a lasting relationship with your customers. This could look like responding to an Instagram post they tagged your product in or sending them a nice email weeks later with a coupon for a new product they would love.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Be The Customer: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"While each person will have their own unique experience, it is still important to go on the journey yourself as a way to get to know your customer better and find any holes that need to be filled. Once you do this, analyze the results and revisit any roadblocks. Perhaps your website is too cluttered, your social media lacks CTAs, or your services have too vague of descriptions. All of this will help you make educated decisions on what needs to stay or go. Lastly, this map will forever be a work-in-progress and is something that should be revisited at least every quarter with all necessary stakeholders.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Have extra energy for a longer walk in your customer’s shoes? Uncover how you can bring true \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/insights/bring-full-funnel-visualization-into-clearer-view-and-reap-the-rewards/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"visibility into your sales funnel\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" and reap the rewards it will bring.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Happy mapping!\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"blockquote\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"image":{"localFile":{"childImageSharp":{"gatsbyImageData":{"layout":"constrained","placeholder":{"fallback":"data:image/jpeg;base64,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"},"images":{"fallback":{"src":"/static/81ce2e4983fc650c1d6675b0c6c4c27b/36977/39._Take_a_Walk.jpg","srcSet":"/static/81ce2e4983fc650c1d6675b0c6c4c27b/69ad5/39._Take_a_Walk.jpg 170w,\n/static/81ce2e4983fc650c1d6675b0c6c4c27b/a570c/39._Take_a_Walk.jpg 339w,\n/static/81ce2e4983fc650c1d6675b0c6c4c27b/36977/39._Take_a_Walk.jpg 678w,\n/static/81ce2e4983fc650c1d6675b0c6c4c27b/189b6/39._Take_a_Walk.jpg 1356w","sizes":"(min-width: 678px) 678px, 100vw"},"sources":[{"srcSet":"/static/81ce2e4983fc650c1d6675b0c6c4c27b/7fd06/39._Take_a_Walk.webp 170w,\n/static/81ce2e4983fc650c1d6675b0c6c4c27b/abcd1/39._Take_a_Walk.webp 339w,\n/static/81ce2e4983fc650c1d6675b0c6c4c27b/673d9/39._Take_a_Walk.webp 678w,\n/static/81ce2e4983fc650c1d6675b0c6c4c27b/36d5d/39._Take_a_Walk.webp 1356w","type":"image/webp","sizes":"(min-width: 678px) 678px, 100vw"}]},"width":678,"height":452}}}},"category":{"name":"Branding ","slug":"branding"}}},{"node":{"id":"44407d7c-e078-574b-891d-43d7629bc65a","title":"Feed Your Audience, Not The Mythical “Content Beast”","slug":"feed-your-audience-not-content-beast","date":"2019-03-08T00:00-08:00","preview":"The need to feed a mythical “content beast” is a distraction from what really matters – your audience, and what they want and need.","text":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The need to feed a mythical “content beast” is a distraction from what really matters – your audience, and what they want and need.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The Need for Content\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"If you’re marketing a product or service, it’s imperative to create content in order for your brand to be found online. However, many marketers find “\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"http://blog.eloqua.com/feedcontentbe/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"feeding the content beast\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\"” scary and intimidating. They worry about coming up with a million interesting things to say that consumers want to read. They worry about creating compelling content that doesn’t make their legal team nervous. They feel like they have to become a factory for content in order to satiate this limitless hunger for content.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Where Is Content Hunger Coming From?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"But whose hunger are we satiating when we create miles and miles of content? Is it our own hunger to produce more and more, as a means of getting closer to a figurative finish line of content marketing success? If this is the case, we are using our need for quantitative success to justify creating more simply for the sake of it. There are always going to be unknowns in content marketing. It’s an environment that requires high adaptability and a willingness to constantly learn. \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"One essential truth, however, is the need for utility will never die. Be helpful, be useful, be relevant, and make it interesting.\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\" If you’re creating just for the sake of creating, are you compromising any of these principles? The minute you start circulating superficial content without substantial value, you start eroding your reputation, and ultimately, your brand.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Your Brand = Everything\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://blogs.pwstaging.com/brand-strategy-for-success/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Your brand is the most valuable thing you can invest in as a marketer.\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" It’s the only thing that will last the test of time. It’s the only way you can create \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"italic\"}],\"value\":\"truly \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"inimitable differentiation. When managed and grown properly, your brand can become an intangible asset that provides financial value. \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Your brand is way too valuable to risk hurting it. \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"Protect your brand like you would anything you really care about, with focused attention and only the best care.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Do It Right\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Don’t sully your brand. Stick to your guns and publish content only when it’s something that truly matters. One of the most dangerous things you can do is to become the content creator who cries wolf. If you become this, people won’t listen to you anymore. Earning their attention back will likely be difficult. You need to \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://blogs.pwstaging.com/healthcare-content-strategy-focus/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"stay focused\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\".\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Yes, Quantity Matters (It’s Just Not Everything)\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"What we need more of is quality. But without quantity (on some level), you will potentially run into one or more of these problems:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"People forget about your brand\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"People forget who your brand is and what it stands for\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"People stop caring about your brand\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"People stop checking in with your brand\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"People stop visiting your brand’s website\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Your website loses SEO value because you only have stale content\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"unordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Yes, the need to \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"regularly\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\" publish content is there. But that doesn’t mean it has to be daily, weekly, or even monthly.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Know How to Feed Your Audience\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"We need to come to terms with who we really should be “feeding” when we create content: our audience. \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"This is why there’s no set formula for how much content to produce and how often. \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"It’s highly dependent on the attributes of your particular audience. This is one reason why \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/insights/how-to-get-started-with-persona-mapping/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"persona mapping\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" is so important.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"What kind of information are they looking for? Is it information that is used daily, weekly, monthly, yearly, or once in a lifetime?\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How much do they really want to read about it?\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How often do they want to think about it? \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"unordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"If it’s something that doesn’t require constant attention and isn’t very pleasant to think about, they probably don’t want to be reminded of it on a daily basis. But if it’s something like diabetes, which affects people’s lives every single second of every day, then they may be more receptive to daily content.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The Real Problem\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"It’s time to challenge the common misconception that content marketing is about “feeding a content beast.” When portrayed in this light, people are really expressing the need to slay an internal tiger of fear and uncertainty. It’s time to channel our inner FDR and acknowledge the content beast isn’t what’s stopping us from content marketing success. It’s our fear of not getting content marketing right. There’s this myth that you can solve a problem by throwing more at it. Instead of throwing more on the pile, focus on how you can make new and existing content \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"better\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\". Your goal should be to keep your audience engaged with \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"just the right amount of content. \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"No one likes the feeling of being overstuffed or malnourished. Aim to keep your audience engaged and genuinely hungry for more.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Going Forward\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Banish the “content beast” mentality and\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\" focus on creating content of value\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\". Provide interesting, relevant, and useful information for your audience. \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Give them what they want. \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"If you don’t know exactly what they want, figure it out. Don’t be afraid to experiment, try again, and adapt until you get it right.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"ParkerWhite can help get you started on content development today! \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.parkerwhite.com/contact/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Contact us\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" to get started on your new content strategy.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"italic\"}],\"value\":\"Editor’s Note: This post was originally published in June 2014 and has been updated for accuracy and comprehensiveness.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"image":{"localFile":{"childImageSharp":{"gatsbyImageData":{"layout":"constrained","placeholder":{"fallback":"data:image/jpeg;base64,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"},"images":{"fallback":{"src":"/static/eaf58bf0bc97960386eccbba7abe3160/36977/14._content_beast_.jpg","srcSet":"/static/eaf58bf0bc97960386eccbba7abe3160/69ad5/14._content_beast_.jpg 170w,\n/static/eaf58bf0bc97960386eccbba7abe3160/a570c/14._content_beast_.jpg 339w,\n/static/eaf58bf0bc97960386eccbba7abe3160/36977/14._content_beast_.jpg 678w,\n/static/eaf58bf0bc97960386eccbba7abe3160/3b7f0/14._content_beast_.jpg 1356w","sizes":"(min-width: 678px) 678px, 100vw"},"sources":[{"srcSet":"/static/eaf58bf0bc97960386eccbba7abe3160/7fd06/14._content_beast_.webp 170w,\n/static/eaf58bf0bc97960386eccbba7abe3160/abcd1/14._content_beast_.webp 339w,\n/static/eaf58bf0bc97960386eccbba7abe3160/673d9/14._content_beast_.webp 678w,\n/static/eaf58bf0bc97960386eccbba7abe3160/5ffec/14._content_beast_.webp 1356w","type":"image/webp","sizes":"(min-width: 678px) 678px, 100vw"}]},"width":678,"height":452}}}},"category":{"name":"Digital Marketing","slug":"digital-marketing"}}}]}},"pageContext":{"limit":3,"skip":30,"numPages":29,"currentPage":11,"paginationBasePath":"insights"}},"staticQueryHashes":["2269431855","2546882472","3277384236","3501110239","814954254","832828524","929085246","983614420"]}