Carlota Pico recently had the chance to speak with Hugo Faria, EMEA marketing manager at Kemp Technologies, an information technology services company. Hugo shared his experiences working across the globe from Brazil to Ireland, where he’s currently based. He also discussed nurture marketing and its benefits, the major changes in the industry this year, and the essential role of the customer journey in successful content marketing.

You can watch the full conversation in the video above or on YouTube, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

  • The pandemic has left many companies with no choice but to embrace digital marketing. Some brands that previously focused their budgets on things like live events have had to change their priorities, but this will be beneficial in the long run.
  • When companies make the effort to become GDPR (General Data Protection Regulation) certified, it’s a chance to increase consumer confidence and data security, but also an opportunity to create a new database with more qualified leads.
  • The customer journey is very relevant to content marketing; it helps brands to understand where their clients are, what to deliver and when. Essentially, it’s all about effectively solving customers’ pain points.
  • Using data to create and target different personas is essential, as is using reliable software systems to manage and nurture client relationships. Popular software systems like Marketo and Salesforce are great for tracking leads.
  • This year has put positivity at the forefront of marketing and has humanized companies. Brands across the globe have revamped everything from billboards to websites in order to showcase their efforts in assisting the community and their audiences, which makes customers happy and attracts positive attention.

This year the message for the customer has changed. You need to be more positive, you need to be more human, and you need to show your audience that you care.

Rapid-fire recs

A marketing influencer who you follow?

One person I particularly like is Brad Batesole from Madecraft. He’s got plenty of experience in B2B marketing, especially in how to generate leads and work with the funnel.

I also follow Stefan Mumaw, the director of narrative strategy at First Person. He inspires me not just because of the content he creates, but also the way he tells stories. He offers workshops and webinars so that you can learn about storytelling from him.

See also: 8 inspiring content and marketing influencers to follow

Your favorite book or app at the moment?

I recently finished reading a great book called “Contagious: Why Things Catch On” by Jonah Berger, which is all about why certain things go viral and others don’t. It’s really interesting!

Connect with Hugo and Carlota on LinkedIn.

This post was edited by Mary Kresge, a freelance content creator based in Madrid.

If you want more insights into optimizing the customer journey in content marketing, check out our interviews:

To see the full transcript, click on page number 2 below: