Content marketing is not an island. It is part of a bigger picture, aiming to create business value by creating customer value. It takes a customer-centric and integrated approach to succeed in content marketing. We like to call it the Copernican view. Creating business value through creating customer value using content marketing – and putting the customer experience at the centre. A customer-centric content marketing manifesto.
Value can be defined in many ways: from financial value for the business to tangible value for the customer, great customer experiences and moments of entertainment customers seek/love/value. We also define the customer in a broad sense: your employees, the customers of your customer and everyone in the ecosystems and networks of your brand, buyers and even of your content and media can be seen as a customer – or treated as one.