Good video. It is nice to hear quantitative data around this. I just wrapped up in-depth research for one company in a vertical that was viewed skeptically by every person I interviewed. Almost no one trusts content created by this vertical to be anything other than sales pitches.
But after reading 40 journals and surveys and conducting over 50 in depth interviews in a lab setting we did find you could meet skepticism by providing tools and content that show that you get them.
If you make tools that are helpful, it is not enough. Helpful is not enough. They must show that you get your audience by showing that you know they know what is out there. Your tool must be better than what is available and in use by your audience. Along these lines, sometimes it is better to drop your tools and point to better ones. Similarly with content. You need to be aware of who has better informational content on your product and your competitors. If you can't create content that adds to people's ability to compare and contrast your product or service to others, then point to the better content. It's not as if you are going to lose customers by doing this. Because Google is almost a universal starting point for research, they probably have already been all over your competitor's sites and third party Web2.0 properties. You will be doing your brand a favor by saying you know there are better tools and content out there when there are. Again, it shows your audience that you get them.
My only ding on this video is pushing the "push-pull" duality. This nomenclature is probably more trendy than it is about appropriate communication strategies. Of course you can still approach your audience (push)! You just need to understand the ebb and flow. So integrate BOTH push and pull.
It would be a mistake to drop pushing content out there on your website and through other channels.
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