So I was having lunch the other day with my dear friend Caraline Brown – who has just sold her business and was way more relaxed than me for a change – and I was marvelling at clients, and how scattergun their approach is to their content.
OK, so I know that this is what we kinda do, every day, so we ought to be pretty good at getting content and marketing right. But it seems astounding to me that as a business, knowing how important your digital presence is, you wouldn’t have some kind of plan!
We are finding that clients have no clue who their customers are or what they do
Like, no idea what your content was going to include over the coming months, how it would all fit together, when it would get promoted, what needed to be achieved etc.
But more than anything, we are finding at the moment that clients have no clue who their customers are or what they do. Whether current or target.
So I was rambling on about this, saying how the hell did they expect to achieve results if they didn’t actually understand who their content speaks to and didn’t they realise that actually content is about sales, and yada yada – “They have absolutely no insight, and no clue how to develop it,” I said.
Without insight – whether driven by gut feeling or actual metrics – you’re just spraying in the wind
“Insightology,” she said. “They don’t understand the science.”
“Insightology,” I agreed. “It’s absolutely what they need, and what they’re lacking.”
So my friend has coined this phrase, and it’s absolutely at the bottom of everything. Without insight – whether driven by gut feeling or actual metrics – you’re just spraying in the wind. It doesn’t matter how good your content is.
And we see this a lot. Clients know they need a website, but have a very chaotic approach to populating it. They understand platforms like Facebook can drive traffic but don’t know how to harness that or analyse the data available for remarketing or tracking. They don’t know who their customers are, where they’re based, how they find them or what they look like. Egad, it’s the 21st century! They need lessons in Insightology.
So we’re starting a revolution – and thanks to Ms Brown for the term, I love it. If you’re interested in developing a bit of insight, get in touch, and let me explain how it all works for you. And yes, that’s my direct email link.