I’m cutting to the chase. and feel free to disagree with me at any point when you think I’m wrong. Content curation tools are great. No really, they are, except all they do is pull the content in and that really is just half the battle. The content game played by every brand, everywhere, in some way, shape or form, is finding that content, every day, manually interpreting it and then tailoring it to their audience and then pushing it out. Every day.
Brands can and will measure its effectiveness, they fish where the fish are, and every day they push out more content. In the hopes that the consumer will bite; and in most cases they will. This is what digital marketing has become. It’s a game. The game has become more sophisticated about how it is played and approached, but guess what? The consumer has evolved as well. The consumer knows what content they like, what content they want, how they want to consume it and where they would like to consume it and on what device.
The bottom line is you cannot automate the customer experience. Creating a truly fluid customer experience might be automated across devices and platforms, but to understand what your customer wants and needs has to be interpreted manually.
The world of the content marketer resets every day to square one. The really good marketers know what works and what doesn’t. Not merely from the data but probably from actually listening to the customer. I think that a fluid customer experience has to start with content that connects, it then flows through engagement and ends with trust. That’s it. Let’s trust you know your customer and what they want. Why? Because it resets every day, what you do and what they want.