Creativity Magazine

Where Content Marketing And Customer Service Meet

By Mrstrongest @mrstrongarm

Content marketing.

It’s selling without hitting someone with a sales pitch.

I like the way Lukas Kircher defines it:BlankVertSpace.8pixels

A brand’s communication must be so interesting that the target group uses it voluntarily. Instead of interrupting what people are interested in, marketing must become what people are interested in. (my emphases) 

blank vertical space, 16 pixels highCustomer service.

Amazon is famous for being customer-obsessed. Amazon CEO Jeff Bezos once said this:BlankVertSpace.8pixels

When things get complicated, we simplify by saying ‘what’s best for the customer?’ And then we take as an article of faith (that) if we do that, it’ll work out in the long term.

blank vertical space, 16 pixels highIt occurred to me recently that the two things intersect whenever I do a rough sketch.blank vertical space, 16 pixels high

Here’s one for a children’s theater company. They asked me to design a poster for their production of The Elves & The Shoemaker:blank vertical space, 32 pixels high

Where Content Marketing And Customer Service Meet

blank vertical space, 32 pixels highblank vertical space, 16 pixels highIt’s content marketing because I’m trying to sell an idea by making it interesting and attractive. (Instead of saying: This is what you need. Buy it.)BlankVertSpace.8pixels

It’s also a chance to demonstrate my expertise: to show I’m good at coming up with ideas, laying them out, and doing the actual drawing.blank vertical space, 16 pixels high

Here’s another sketch showing a different title placement. I was told the set of the play would include pictures of “famous shoes” hung on the walls of the shoemaker’s shop.blank vertical space, 32 pixels high
Where Content Marketing And Customer Service Meet

blank vertical space, 32 pixels highblank vertical space, 16 pixels highHere’s where customer service starts coming into play: because a big part of customer service is making the customer aware of possibilities.BlankVertSpace.8pixels

I might walk into a hardware store with a vague idea of how to solve a problem. A salesperson could present me with several better options. That’s great pre-sale customer service. I’m trying to do the same thing with my sketches.blank vertical space, 16 pixels high

Here’s a completely different take: kids playing the part of the shoemaker and his family, the elves standing on a shelf with their shoe-making tools.blank vertical space, 32 pixels high
Where Content Marketing And Customer Service Meet

blank vertical space, 32 pixels highblank vertical space, 16 pixels highMy client liked the “shoe pictures” design best, but he also liked the idea of putting “and the” on a thimble. I just incorporated the one into the other.BlankVertSpace.8pixels

We decided to use a computer font to make the title easier to read. We also put the name of the theater company at the bottom. Here’s the final:blank vertical space, 32 pixels high
Where Content Marketing And Customer Service Meetblank vertical space, 16 pixels high

blank vertical space, 16 pixels high

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