Hey everyone terra, here we are, going to come back to the transformational consumer. Um we're going to talk about how to use the frameworks that we've we've learned to rethink your content marketing strategy um in a way that you're not just publishing content to the either, but you're publishing content that people actually engage with and pay attention to and care about and just keep that in mind as your definition for like, what customer engagement means in this, in this forum, customer engagement means uh with content means. It's content. People care about its content, People read, it's content, people click on watch sometimes, you know, in some businesses, its content people even by I will tell you, I'm so focused and fixated on customer engagement as um my, my jam in my life that I got an email the other day, a marketing email from Blue Nile, the diamond, the ring company. And the subject line said, see our customer engagement rings. And I thought customer engagement rings. What ...
our God, I don't even know what customer engagement rings they meant. See our customers engagement rings. So it had like lots of pictures of actual customers engagement rings. But in my mind I was like customer engagement rings. I gotta figure this out. So by the end of this class, you two will be obsessed with customer engagement. You will learn where and how to find the customer insights. You need to create engagement engaging content quickly. Um You'll learn well, we'll go back to and reflect on the customer journey mapping process that we just talked it through and we'll talk about specifically how to translate the components of a customer journey map into the pillars of your content marketing strategy. You learn what engagement marketing even means. What is that most people think of marketing as for growth, as we talked about earlier, I'm a fan of People paying attention to engagement 1st. Um We'll talk about how to deploy a really lean content marketing strategy and how to use content performance metrics to actually drive product and marketing roadmaps. Um I found a way in which you can use content performance to almost serve as like an R. And D. Function in a product organization. So we'll talk about that here are the relevant social media channels. If you'd like to follow along with the conversation over there. Um I've I've offered some bonus items that will help you actually bring the course content that we've gone over today to life, including a sample customer journey map that's filled out as a as an exemplar and a blank phillips uh customer journey map template for you. You can download them as long as with along with one chapter of the book and some data and consumer insights on the transformational consumer at transformational consumer dot com. No, let's remind ourselves what we're doing here today. We are here because this young gentleman tells us that the disengagement struggle is very, very real. It is the number one limiting factor on many businesses. The idea that customers and employees in some cases are just truly disengaged and won't click on, won't buy or they'll buy or download something wants and not use it repeatedly. Um This is definitely the case with content programs as well. Disengagement, I would say is also a primary limiting factor on the ability of a content program, even if the content is beautiful, even if it's brilliant to be effective at driving business objectives. Um I often think of content programs as like a little mini business within a business, it's like a little mini editorial organization within a business. Um so this statement is just as true for the many business within a business um as it is for the whole business. The framework that we've been using for um getting an escape route from the disengagement dilemma is called the transformational consumer. So this is the other way you can go, the way that everyone else goes which is really focusing on their products um or you can focus on the customer's aspirations and problems and begin to understand people through the lens of the transformations they want to make in their lives into their behavior, particularly around living healthier, wealthier and wiser lives. We have gone over the data and seen that transformational consumers are not a niche. It is not a coastal and urban or young and wealthy phenomenon. It is 50% of all American adults spending over $4 trillion dollars a year in an effort to live better lives and being rabidly loyal to the brands. That help remove resistance points along their transformational journey and help insert progress triggers for their customers, which is something you can do just as easily, sometimes more easily with content and marketing as than with product because product is harder, takes more people. You've got to build it in content. You can actually kind of just write, write something or film something depending on your program. Um one of the rubrics or frameworks we've been using for understanding customers and the transformation that they want. Your help making has been the hero's journey. So really to rethink your customers from being just consumers into being actual heroes who are on this transformational journey that kind of comes in three parts where they get and a call to adventure. They fight battles, win and come back transformed along their transformational journey. They're really looking for you and your brand and your product to serve as a mentor and AIDS, a guide or a tool along the way. And so you can start to you know what we've, what we've gone over in the three preceding courses is how to begin rethinking what you sell and you're everything about your brand, your product, your content, your marketing through the lens of how you can remove um friction along their journey to do To be able to do that, you have to actually understand their journey pretty deep.