Content Marketing - What your Business Needs to Know
WATCH- Content Marketing - the routine posting of relevant industry knowledge to acquire the interest of your target audience
Think like your Audience
One of the BIGGEST mistakes in content marketing today is businesses posting what they want their customer to know not what the customer wants to know. It can be extremely tempting to use social media and email platforms to continually blast updates about your organization. The problem is, that's not what your customer cares about ultimately. It’s like that one friend that is constantly talking about himself. What he likes, what he’s good at, what he thinks. It’s exhausting! But it can be an easy habit to fall into.
When leveraging content marketing, you need to think like your audience thinks. A helpful way to do this is to create a persona of your typical customer. Tony might be 24 years old male, a young professional, with an urban lifestyle, interested in tennis and weightlifting. Rather than trying to communicate to a vague Gen Y, talk to Tony. How does he feel after work? What does he like to do on weekends, what does his ideal-self look like? On and on.
Court Your Customer
If I could only stress one aspect of marketing with content, it would be the need for consistency. Building relationships take time and face-to-face interaction. It’s a lot like dating. When you’re interested in someone foxy, you don’t leave 2 months between interactions. Neither should you with your community of followers. Nurture the relationship with frequent, meaningful posts. Add value to their life and create content that interests them as well.
Build Trust/ Relationship
One of a business owner’s most valuable assets is their personality. This is so often overlooked but think about it. Your personality is an advantage totally unique to your offer. People like doing business with people they like. There is a certain percentage of the population that you naturally connect with based on personality alone. Why not magnify that population through the use of video to build trust through virtual eye contact and establish your expertise? And the best news is, you will find yourself with a customer base that you really like. Win-win. This is where the true power of using video in a content marketing mix lies. Processing information quicker is good, audio stimulation is nice, but scalable trust is the magic. And the better you connect with your customer base, the more orders will flood through your doors!