Last night I saw presentations at the Content Strategy London Meetup from Rob Hinchcliffe (a community strategist), and Sara Treewater (Content project lead for Citi Private Bank’s Web and Mobile team) in which they both mentioned relationship marketing and how it was influencing content strategy.
If your marketing and sales strategy focuses on developing a relationship with your customers and prospects, it makes sense your pre- and post- sales content (such as user documentation) sustains and builds relationships as well. Joe Gollner has called this “relationship content”. This may mean giving people an opportunity to comment, and supplement, your user documentation. In other words, moving from a monologue to a dialogue.
This can be challenging for organisations, particularly for those where there are compliance and regulatory considerations. However, there may be little choice but to do this. Rob Hinchcliffe said in his presentation that, today, content is everywhere. There are unofficial information sources where Google will direct users, if you do not provide content that’s relevant and useful.
If this relationship goes further, you can gain a significant insight into how each individual customer and prospect behaves, and start to disrupt your industry sector. We discuss this in our latest post on the STC’s Notebook blog (we’ll post a link once the post has been published).