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We've coined a new term: Customer-Content Fit. Here's why... We've been noticing this problem over and over again. Let me know if it sounds familiar. A content marketer slaves over a blog, putting out post over post, month over month. They get some traffic, but they notice that the traffic isn't exactly who they want. Meaning: blog visitors don't sign up for their app, or contact sales, or join the email list. In other words, there aren't a lot of customers in the monthly visitors. That's a problem! And we think we have a pretty good idea of why it happens. In fact, this problem is so pervasive that we're coining a new term to refer to it: Customer-Content Fit.

  • ML

    Mark Lindquist

    over 2 years ago #

    Love it. If you treat your content strategy like your product strategy, you realize how much you can test, how important talking to customers (readers) is, how you can focus on growth and metrics, etc.

  • AO

    Aaron Orendorff

    over 2 years ago #

    Been digging through this since it published. REALLY helpful. One of the few pieces I've read over the last year that cuts through the "content" noise.

    These two sections stood out:

    “And without content-customer fit, their content marketing operation isn’t going to “work”, which we define as driving useful leads or sales for the business. We don’t even care if it gets traffic or not. One of the examples above is from a blog that got less than 1000 visitors, another gets over 200,000 a month. It doesn’t matter, in both cases, the company decided to work with us because the blog wasn’t producing enough (or sometimes, any) useful leads.”

    “Identify the best customer, not just any customer”

    I'm gonna read this a couple more times and solidify my thinking and takeaways. :)

  • SM

    Sachin Maini

    over 2 years ago #

    This is really excellent stuff, really well written @deveshkhanal. To me what stood out were the quality of the examples used, it made the underlying logic a lot more credible. Your framework will definitely inform how I think about content going forward.

  • DH

    Dani Hart

    over 2 years ago #

    Hey @sean you should check out the parallels between product-market fit and customer-content fit drawn here.

    Great stuff as always @benjihyam and team.

  • SL

    Shaun Ling

    over 2 years ago #

    interesting

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