Everything Begins With The Customer

Everything begins with the customer. This is a core pillar of OUTKOM Catalyst’s content creation approach.  

We consider all content in light of its context - the buyer’s intention at each moment, and the seller’s required response. 

The “customer journey framework” below highlights this.  If, in a B2B context for example, the buyer’s intention is to learn, it is necessary for the seller to educate through content. If the buyer’s intention is to select a provider, it is the seller’s response to “sell” through conversion content.

In our opinion, all content can be considered in light of this journey.

By understanding where along the journey a piece of content sits, that content can be maximized in terms of its form, its details, and the channels in which it is released.

Short-form articles and medium-form e-books are a great example of this. In our experience, short-form articles and medium-form e-books tend to fall within the learn/educate stage of the journey, as well as the select/sell stage. As such, here are some of the key elements we believe they need to include:

• POV: in particular, articles and e-books should address the problem(s) being faced by customers in the space.

• Customer Benefits: customers want to know how the problems keeping them up at night can be solved in the most comprehensive, convenient, or efficient way possible.

• Measurable Impact: whether through secondary research or direct client case studies/testimonials, there should be some evidence to support the customer benefits claimed. 

By doing this, we believe that the content will have the greatest impact.