I’m getting a little tired of reading about millennial this, and millennial that. I am the parent of four of them, one of whom is already working in the industry. And while I honestly believe they get a bum rap, that doesn’t change the fact that they will make up half of the workforce in TWO YEARS!
The way we do business has begun to change. The way purchases are made has already changed. And the changes reflected in today’s consumer buying habits are now impacting the way businesses research and purchase equipment, technology and print.
Andrew Davis, from the Content Marketing Institute lays it out here: Content builds relationships. Relationships build trust. Trust drives revenue. Build a buying audience, and the rest will take care of itself.
Key characteristics of tomorrow’s (and a good chunk of today’s) buying audience include how and what content is being consumed and shared and their approach to companies and brands. Other traits include wanting to co-create and collaborate as well as the different ways in which they respond to outbound and inbound marketing.
Anyone hoping to succeed in business, even Print, will need to have a strong online marketing mix, starting with their website. It’s no longer about how your content can drive sales, but about what your content can do for your audience.
Take a look at your company’s home page. Right now.
What do you see? What does it say? Is it clear how you help your customers? Do you provide a variety of content that can be shared and consumed on different platforms? Are you having conversations on your social channels?
Are you showcasing experiences or machines?
You need content that people actually want to engage with. It’s information they want to read, watch or listen to. If all you’re doing is selling and preaching about your brand instead of creating useful, interesting content, your bottom line will soon suffer.
Deborah Corn and I have had many conversations on the topic of website messaging and “share-worthy content”. She will be the first one to say, “This site sucks! I have no idea what these people do, or why it matters.” And believe me, she will tell you that to your face given the opportunity. If you ask her to help fix the problem you will most likely get a “Hell, No! That’s not what I do” quickly followed by, “But let me connect you to someone who can.”
That’s why, when Deborah learned that I was dusting off my consultant shingle, she went, “Hell, Yes!” She approached me to offer the Printerverse my expertise to develop and execute great, shareable, relevant programs and content that help drive business success.
Whether you need a full messaging overhaul or a blog post, I will help you realign your marketing trajectory and plot a course for sales success. Get in touch: email@example.com
Communicate Long and Prosper!
Joanne Gore is the founder of Joanne Gore Communications. She is spearheading the initiative to help the print industry drive business now, and in the future, with programs that generate awareness, customer engagement and growth.
Joanne is an industry presenter and published writer and has worked with some of the largest brands in the technology and print industry. She is the President of Xplor Canada, a member of the Xplor ABOD and a returning mentor for the Ontario Summer Company, a Government initiative for youth entrepreneurship and employment. She graduated as a Graphic Designer and, prior to joining the corporate world, worked in the print industry as an art director, typesetter, and printing consultant.