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Connecting With Customers Means Expanding Our Definition of Content

Connecting With Customers Means Expanding Our Definition of Content

The New York Times recently released a list of its most popular pieces of content for 2014. You might be surprised to discover that the top items – the ones that were viewed most, shared most, commented on most – weren’t, in fact, news stories. Instead, photo galleries, quizzes and contributed content drew in the most eyeballs.

Relatedly, when Global Language Monitor shared its insights on the most used word in the world, we discovered that word wasn’t a word at all. Instead, it was the heart emoji.

Mobile devices have had a huge impact on the way we consume information. Small screen sizes limit our willingness to read long blocks of text, especially when the same meaning can be easily derived from watching a video or glancing at an infographic. Character limitations, imposed on all social media platforms, have led directly to the widespread adoption of emojis – symbolic representations of complex ideas, like love or sadness.

[Tweet “YouTube is the second largest search engine in the world.”]

Knowing this should impact the way we use content to connect with our customers. For maximum impact, we need short content, with engaging graphics and communicative imagery. Video content is essential. YouTube is the second largest search engine in the world, and over half of all YouTube content is viewed on mobile devices.

Yet a quick examination of most business’ online presence reveals that these are not the tools being used. Instead, we see two phenomenon: a veritable absence of any type of content beyond the bare minimum required – disastrous from both a marketing and SEO perspective – or a series of quite lengthy blog entries or articles. While this second option delivers a definitive boost to website rankings, there is a real discussion to be had regarding the appeal or utility this information has for your customers.

The sweet spot in content marketing occurs when a piece of content is enjoyed and shared by large numbers of your customer. When we know that the type of material they prefer is markedly different than the type of content we’re providing, it’s time to make an adjustment. Smart business ownership 101 is give the customers what they want – and that’s as true for online content as it is for any of your products and services!

Need help making it happen? Our world class creative team is here to create the marketing messaging you need to connect with your customers effectively, and our expert social media strategists will help you ensure it’s seen by maximum numbers of interested people. Why wait? The time to take your business to the next level is now!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office