Page 63 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 201563in proving to them that we are their best option. At this stage it is “permitted” to speak of the cultural product or service, but it is very important to have tailored it to the person and their problem or opportunity.To achieve recognition in the cultural world, the message must be linked to the emotional aspect and focused on the person, not the cultural product.Most cultural companies do not bear in mind these stages in their market approach and they carry out “push” campaigns at stages where no type of dialogue had been initiated (another characteristic of the old marketing commented on in the first section).When people do not know that your product or service exists, it is no longer any good simply telling them to buy your product, because your brand or service does not yet matter to them.The importance of building this buyer’s journey in order to approach people through it thus lies in being capable of creating this meaning and emotional feeling about your brand/cultural product, guiding people along these three stages.In an inbound strategy for the cultural world, each of these three stages requires different mes- sages for different people, which means that the three stages should not be addressed for people of all kinds with a one-size-fits-all message. The challenge thus lies in building different messages for different people on the web, networks, etc....The idea is to get them to experience and feel the need before addressing your product, that we care and are concerned about the decision you make.Content in contextIn the inbound methodology it has always been stated that content is king. If content is king, in the culture industry music is its soundtrack, and stories the source of inspiration.I have already explained how good content makes it possible to help each person progress through the conversion funnel and along their own buyer’s journey. This means being capable of constantly generating opportunities in the form of qualified leads. From the point of view of content strategy, it is necessary to think strategically, not tactically.Therefore, when we speak of creating content, we mean creating content on the themes that interest each person, aligning it with:• The buyer personas.• The stage they are currently at on theirbuyer’s journey.• The stage of the conversion funnel.“Offers with specific content are more relevant to buyers at specific times within the buyer’s journey.” (source: DemandGen)Evidently the channel in which you put this content into context also plays an important role.Marta Rodríguez