They Won’t Bite: How talking to customers helped Dell EMC turn its content strategy around
“What we were finding was that a lot of our content was very product focused, and really quite technical. It’s not that we didn’t need that, but we weren’t engaging with customers at the top of their decision making,” said Lindsay Lyons, Director, Global Content Strategy, Dell EMC.
Lyons and her team came to the same content revelation that many marketers do — “we were talking about what we wanted to talk about, and not talking to customers about what they wanted to talk about,” she said.
In this content effort, they overhauled production efforts to ensure that content went through a stringent and honest assessment. This ensured that the content was not only in the tone that customers wanted to speak in but also in the spaces that they were already interacting in.
