Kevin Goddard of Amazon: To Create Content, First Think About The Audience

Content creation must begin and end with listening to the audience, according to Kevin Goddard, Senior Social Media Marketing Manager of Amazon Web Services. “Users are not concerned about our sales goals or our marketing messages. When creating content, we must use an audience-first strategy” Goddard said on the panel discussing How Social Listening Can Be Your Digital Currency Across Platforms at Amazon’s Social Media & Digital Communications conference on July 24-25. Goddard presented an analysis of how data and authenticity can create winning content on social networks. “Users don’t want people selling them stuff. They want to learn. There aren’t B2B social networks. All businesses and accounts are the responsibility of individuals. Talk to them.” The good thing about social networks is that there isn’t a decision that cannot be undone, Goddard said.