Human-Centered Marketing

Transform your marketing strategy to place the audience front and center, building trust with consumers, developing brand awareness and driving sales.

The rise of social media and the introduction of artificial intelligence is completely changing the face of modern marketing. With trust in brands reducing, it is more important than ever for marketers to build an authentic and human connection with their customers. Consumers, whether individuals or businesses, are no longer necessarily looking to buy a product or a brand, instead they are looking to buy solutions to their problems. Brands therefore need to deliver both a delightful and helpful journey for their customers, showing how their offering can solve their consumer's problems to attract and retain business. This book provides a comprehensive framework for how to do this by putting the audience front and center in all your communications, moving away from outdated strategies and tactics that have resulted in reduced reach and declining brand awareness. Using real-world examples from companies such as Atlassian, Hubspot and Edelman, Human-Centered Marketing takes mid to senior marketers on a journey back to discovering exactly who their audience is and what they need. It explores questions such as where they spend their time and how can brands meet the right people in the right place and provides answers on how to create a seamless customer journey. It also explores how brands can build trust with their market over time through effective thought leadership, helping to future-proof the brand's strategy and ensuring customer loyalty.

Features real-world examples from companies such as Atlassian, Hubspot and Edelman

Autorentext
Ashley Faus is Head of Lifecycle Marketing, Portfolio at Atlassian. Based in San Francisco, CA, her work has been featured in TIME, Forbes, Content Marketing Institute and The Journal of Brand Strategy. A popular speaker she's shared insights with audiences at conferences including DigiMarCon, Digital Summit, INBOUND and MarketingProfs B2B Forum. She has been awarded as one of the Top 100 Product Marketing Mentors 2024, 50 Top B2B Marketing Influencers, Experts and Speakers to Follow 2022 and 2023 and 50 Marchitects to Follow 2022.

Klappentext

With the rise of AI, excess of distribution channels, and focus on tracking every touchpoint in order to drive revenue, consumer trust is at an all-time low. To restore trust, brands need to create delightful, seamless, and impactful journeys to connect with the humans behind the screen. Human-Centered Marketing introduces three frameworks to help mid-senior-level marketers find, connect with, and convert audiences. The book helps you map an audience journey that behaves like a playground instead of a linear funnel, evolve the approach to social media to go beyond conversations and instead facilitate and engage with the community and build thought leaders, to build trust and move your audience into the future. Each chapter includes practical advice to help seasoned marketers shift their strategy and offers tactical implementation recommendations. All chapters include real-world examples from companies like Adobe, Hubspot, and Edelman to demonstrate that this shift from the standard playbook actually works.

Inhalt

• • Chapter - 01: Trust: The Foundation that Fuels Business Outcomes
• Section - ONE: Content Strategy: Deliver the Right Message to the Right People
• • Chapter - 02: The Funnel is Dead, Use a Playground Instead
  • Chapter - 03: Elements of the Playground: Content Depths and Intent-Based Content
  • Chapter - 04: Tactics to Increase Reach, Engagement and Conversion
  • Chapter - 05: Metrics: From Owned to Omni-Channel
• Section - TWO: Social Media: Identify and Engage in the Right Place
• • Chapter - 06: The Social Media Spectrum: Beyond Distribution
  • Chapter - 07: The New Rules of Social Media: Tactics for Communication, Conversation and Community
• Section - THREE: Thought Leadership: Build and Maintain Trust Over Time
• • Chapter - 08: What is Thought Leadership?
  • Chapter - 09: 4 Pillars of Thought Leadership: Credibility, Profile, Prolific, Depth of Ideas
  • Chapter - 10: Using Thought Leaders, Subject Matter Experts and Influencers in the Marketing Mix
  • Chapter - 11: Build Thought Leaders: Practical Exercises to Define Narratives, Distribution and Personal Brand Elements
  • Chapter - 12: Conclusion: Connect with the Humans Behind the Screen to Accelerate Sales and Increase Customer Retention