Content for your Customer

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Marketing Content and Social Media are essential to your digital road map

Canadian Association of Marketing Professionals - CAMP

Darrell Keezer of Candybox Marketing takes a selfie with an engaged audience at the YSBEC event on December 3rd. (Photo Credit: Darrell Keezer, stolen from his Twitter feed)

The fundamental truth facing marketers today is that our customers have changed. Demographics have shifted so that millennials are the largest group in the workplace and boomers are the fastest growing social media users. Marketers need to keep up with these changes to build relationships with today’s customer. Darrell Keezer, CEO of Candybox Marketing and author of the book “37 Ways Your Website Died” was the keynote speaker at YSBEC/CAMP’s Digital Roadmap event on December 3rd, and he had plenty of advice to impart to an eager crowd. Darrell – a proud Millennial – was quick to point out that Gen Ys are the most brand loyal group today, and are the least likely group to comparison shop (an important note given the reputation us GenXers like to throw at Millennials…sorry Darrell).

“If we want to build traffic, we need to build roads.”

With so many potential customers regularly logging into social media channels, shouldn’t marketers be focused on social media marketing? Of course, but Darrell had some important advice – his four simple principles.

“It’s social first, then media”

  1. Get Real. “It’s social media, not corporate media” – companies and marketers need to be personable and relatable, and not hide behind their company.
  2. Be Special. Not just a “me too” kind of a company, but remember what makes you different. How are you helping your customer in a way that no one else can?
  3. Have Content. This is imperative to any social media and digital strategy. Companies need to focus on creating and curating content that appeals to your customer.
  4. Become Relevant. This is a natural progression from good content. Your audience begins to converse and relate with you, leading you to be relevant in their eyes.
Canadian Association of Marketing Professionals (CAMP)

Darrell sharing his four simple principles for content marketing success

An effective content plan considers blogs, memes, newsletters, images, infographics, and videos, and aims to reach the right person at the right time with the right message. Creating conversations with customers with real and relevant content won’t just mean repeat business, explained Darrell, but it will create Advocates – those who don’t just buy from your company, but who refer business. Content is an essential element to digital marketing plans, and are the fuel for your social media efforts. For more details about Darrell Keezer and Candybox Marketing, please visit their website. You can also follow Darrell on Twitter @DarrellKeezer.       About the Author:Nadine Evans is the co-founder and CEO of the Canadian Association of Marketing Professionals. Prior to CAMP, she spent 15 years in the corporate and SME world, leading various marketing teams. Raised in a small town in Newfoundland, Nadine headed west after graduating and fell in love with the bustle of Toronto. Her true passion is marketing and she’s spent the last 15 years in marketing roles, and is the co-founder and CEO of the Canadian Association of Marketing Professionals (CAMP). When she’s not connecting with other marketers through CAMP, Nadine is at the soccer field, gym, or swimming pool cheering on her two favourite munchkins, trying not to become that mom everyone fears.

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