We believe that quality content is at the heart of every effective digital strategy. However, it’s well-tested that content creation doesn’t guarantee audience and lead generation. Even more importantly, with today’s hyper-connected audience, human attention is often the limiting factor in the consumption of content. Marketers must reach their audiences at the moments that most influence their decision with content that is insightful, directly relevant to their needs, and contextual to their buying behavior. Ultimately, our objective is to accelerate a prospect’s or customer’s decision journey by giving them access to the right content, at the right time.
Customer Insights & Targeting
The first step to winning the battle for content marketing relevance and digital marketing engagement is to invest in data quality initiatives, especially for core customer data and targeting. Beyond the important element of matching customer identity across as many touch points as possible, which faces both technical and regulatory challenges, there are many more system dynamics that make up a successful approach to understanding and managing the complexity of this new environment – especially as we accelerate the speed by which feedback loops operate at the intersection of technology and human decision and interaction.
Our Blog will help you gain insights about your target customer’s behaviors and motivations, and will profile them in in terms of their personas, lifetime value, sales cycles, and how content consumption and media habits impact their decision journeys. We’ll then help you map marketing offers, content, and communications based on each target profile. You should build dynamic, highly granular micro segmentation for marketers to deploy marketing campaigns against the highest priority customers, with high relevance and deeply contextual content, and offers to maximize revenue, retention, and renewal.
Inbound Marketing Systems & Platforms
All marketers are faced with the complexity of choosing the right marketing technology tools for effective digital marketing from a sea of MarTech platforms, which exploded to nearly 4,000 in 2016. For many marketers, the prospect of selecting the right platforms and the connected systems required to make them effective in the organization is like managing a complex recipe where you have to find the right mix of ingredients and the right balance that work for you based on your business objectives.
Effective content marketing isn’t ONLY about creating the right content. The right digital marketing technology tools are required for successful content marketing strategy to be effective. Whether it’s helping you select the right inbound marketing platform or integrating those platforms into your marketing operation, Fjuri will help optimize your technology and process to drive effective results, because we know that you won’t effectively attract, acquire, and engage an audience without the proper systems to manage customer data, create compelling content, and deliver relevant product information to the right audience at the right time.
Content Personalization and Relevance
Putting the customer at the center is certainly the intent for every marketer, however the reality is that often many things get in the way of the execution, which can stand in the way of creating more connection with consumers who want to engage with brands, products, and services that are relevant to them. Too often they struggle with digital experiences that are frustrating or broken or in many cases lack relevance to them.
Increased engagement results from explicitly shaping systems to address consumer needs and user experiences. A consumer-centered approach focuses your organization by aligning process and technology with consumer needs and desires. This approach also clarifies the distinction between platforms and applications. This distinction enables the enterprise to clearly separate roles and responsibilities, such that IT can own platforms while business stakeholders can own specific applications.
Content Strategy & Lead Nurturing
We help to create a content production strategy with the explicit intent of it deploying across multiple touch points, and managing a portfolio of high and low-production-value content to boost agility and optimize for reuse. We’ll create a production framework that describes the core content elements and their formats, and the process that governs sourcing, approval, and distribution of content assets in each channel.
Effective Content Marketing Example
One of the most effective cases of content marketing in recent years is the Red Bull Stratos campaign. Red Bull, the energy drink brand, sponsored a skydiving attempt by Felix Baumgartner in 2012, which broke the sound barrier without any mechanical assistance. The event was streamed live on Red Bull’s website and social media channels and was supported by a comprehensive content marketing campaign.
What set the Red Bull Stratos campaign apart was its focus on creating high-quality and engaging content that went beyond traditional advertising and sponsorships. In the months leading up to the event, Red Bull produced a range of videos and written content that documented Baumgartner’s training, preparations, and the science behind the jump. This content was shared on Red Bull’s website and social media channels, as well as through media partnerships with major news outlets.
On the day of the jump, Red Bull’s live stream attracted millions of viewers from around the world, generating significant buzz and engagement on social media. After the jump, Red Bull continued to produce and share high-quality content, including a feature-length documentary and a range of behind-the-scenes videos.
The success of the Red Bull Stratos campaign was due to its ability to capture the imagination of audiences around the world through compelling and engaging content. The campaign demonstrated the power of live streaming and social media to reach and engage with consumers on a massive scale.
The Red Bull Stratos campaign has since become a benchmark for content marketing, and it continues to inspire marketers to create innovative and engaging content that connects with their target audiences.