The digital initiative behind Barack Obama's successful re-election campaign is the latest in a long line of justifications for investing heavily in online content strategy. Unfortunately, there is a wide distinction between the right and wrong way to go about delivering digital content to customers, and far too many organizations are falling on the latter side of the fence.
Central to the mistake is a focus on broadcasting to customers rather than engaging them. If the content is not derived from legitimate customer insights and not honed in legitimate collaboration across the organization, it will fail in its effort to resonate with customers. It will fail to create the meaningful relationships central to success in the digital realm.
Providing insights for creating a content strategy that engages customers is Matt Hobbs of National Builder Supply. For more from Matt, check out his presentation at the Content Strategies Summit.