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101 Content Marketing

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All Content Is Personal Now

April 25th, 2016

All Content Is Personal Now

When someone returns home from work, they step out of their car and onto the sidewalk. For the time it takes them to walk up their front yard, they’re in a public place. Anyone can see them, greet them or watch them. They’re on display and they have to be cautious. Then they put the key in the lock and everything changes.

The moment they’ve unlocked the door, stepped inside and closed that door behind them, they’re in a completely different place. They’re home. They can relax. They’re in a personal zone that is entirely unique to them. The books on the shelves reveal their interests but they’re also items that they chose in particular stores at particular times. The souvenirs have a meaning to them and to them alone. Their living room has been laid out in a way that appeals to them. The pattern of their life, its memories and its experiences, is one that they have constructed for themselves, and which they enjoy.

No two homes are ever alike because no two families and no two people are ever alike. But each home feels special to the person who made it and whose life experience it represents.

That makes life difficult for content marketers. We have to craft messages that don’t just become a part of people’s lives and enhance them, but which match the unique lives of every single one of them. The test of our ability to do that isn’t ROI or clicks but the degree to which we’re accepted behind that front door. Do audiences shut us out of their personal space or do they see us as part of the way they live? Do they treat us not as a guest in their home but as a part of their home, like their morning newspaper or the brand name on the packet of coffee they reach for in the morning?

The content strategy that we develop now for personal zones is the ultimate test of a brand’s ability to become a part of a customer’s lifestyle. When a customer picks up their smart phone and keys in their passcode, they too are walking into a home. And in that home are places that are as private and personal as their bedrooms and their bathroom cupboards. That phone will give them access to their health records and their bank statements, their fitness regimes and their personal messages. Brands now have access to those personal zones, and we have to craft a content strategy that is a part not just of their customer journeys, but a permanent element of their very personal life journeys.

With more and more content consumed now on mobile devices that contain what owners feel as their entire lives, companies have an opportunity to grow closer than ever to their customers. The combination of fingerprint IDs and personal devices give them an invitation to display personal data in the most private of places… and the chance for brands to deliver personalized content that’s effective and engaging.

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