Corporate and field marketers responsible for specific verticals, regions and market segments face a unique challenge: How do you translate corporate thought leadership and educational content to address the specific information requirements of customers, partners and influencers?
Yesterday, I sat down with our latest #MarketersDoBetter featured marketer, Natalia Kossobokova, Director of Marketing and Communications at SES Government Solutions, a wholly owned subsidiary of the world’s largest satellite company, to discuss the challenges marketers face in field and vertical environments.
Here are Natalia’s top three tips to translate corporate messaging:
- Understand the needs of your customer. Know their pain points so you can take a solutions approach with content.
- Speak in your customer’s language. Many markets, such as the public sector, use unique terminology that should appear in your content.
- Be passionate about your customers and how your company can help them solve a problem and be more successful.
Check out GovSatReport, the innovative, vertical market oriented content program Natalia runs for SES Government Solutions.