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  • Simple marketing fundamentals for beginners to create killer content

    updated 6 days, 3 hours ago 0 Member · 1 Post
  • FrederickDanzoy

    Member
    January 25, 2023 at 10:34 am

    Sometimes your content is just not performing the way you think it should, and there are too many variables for you to deduce what’s wrong. Internalizing these simple fundamentals to marketing will holistically improve your content and eliminate a large majority of the variables holding your content back. If you’re thinking of content marketing in terms of cross-channel marketing, competitor analysis, data analysis, etc. these fundamentals are extremely important for you. Analytics and buzzwords might help boost your content, but they’re only 20% of the game. Knowing your audience on a deep level and giving them what they need is a surefire to create winning content. For seasoned players, this will be a nice little refresher, and for noobs, let these be the foundational tenets upon which you build your content. 1. Solve your customer’s universal problem Whether you’re marketing a good or service, recognizing why your customer would actually want what you’re selling is key. In some cases, like a mother taking her coughing son to the doctor, the answer is simple. She wants her son to get better because she loves him. But what if you’re selling whey protein supplements or bodybuilding courses? If you thought it’s because the buyer wants to put on muscle, you haven’t dug deep enough. Yeah, sure your buyer wants to put on muscle. But why does he want to do that? Because he was picked on, because he wasn’t able to “get girls”, because he was suffering from illnesses that made him weak and frail as a kid, and he wanted to big and strong like his friends and his dad. Find out the real emotional motivation behind your customer’s problem and address this. You see car salesmen doing this all the time. For example, if you’re buying a Bentley, it’s not because you need the comfort, you’re buying a Bentley because you enjoy the status that comes with it. You want Jane and Bob next door to see what you’re about, and respect you for the wealth you’ve created. You want the world to see you the same way you see yourself. Co-incidentally this is all your customer really wants as well. Your job as a marketer, creative director or even business owner, is to know what is driving your customers to want they want. I.e. what do they REALLY want? And how is your product going to get them there. That’s why your content exists. To tell your customers, they’re not wrong for wanting they want, and you will help them get there! So, the first step to creating killer content is knowing your customer. Create your audience personas (I haven’t covered that here as that deserves a whole other post), speak to your customers if you can, try and figure out: What occupies their mind? What are their life experiences? What do they want to change about their life? You will notice faint patterns of commonality emerging between your customers. Recognize these, and use some judgement to connect the dots about the type of person they are. You will learn about your customers very rapidly as a whole. The goal is here is not to intrude on their personal life, but to help you speak in words that make sense to them. The deeper your understanding of your audience, the easier it will be to connect them to your product through your content. Think about it, why is the cliché advice, “do what you’re passionate about” echoed by so many successful people? It’s because they understand this simple concept as well. The more you know about your customer, the better you can serve them. 2. Commit to your customer not your business This one’s real simple. If you know your customer and understand their problems and motivations, that’s what you want to talk about. You’d be an idiot to learn all about your customer, and then talk about how great your product is instead of what it can do for them. Whatever copy you have on your website, whether it’s your homepage, services, about us, blog posts, etc., everything should be in the context of your customer’s motivations. People are averse to being sold to. Especially in 2023 when there are so many options to choose from. People want to believe (and this is what all of content marketing is predicated upon really) that they arrived at the correct product all by themselves. It instills a sense of accomplishment in them. Your job is to merely open the door for your customers to see your product. So, to clarify, you want to demonstrate a commitment to your customer by solving their problems through your content. It can seem counterintuitive but, the more you sell, the less people will want to buy from you. 3. POLARIZE “Everyone is not your customer” – Seth Godin Once you know who your audience is, create content for them and ONLY them. Don’t create content for “everybody”. What this really means is, sometimes, you will have to create content that won’t be popular with anyone except the people in your community. This is where you don’t want to filter your content to make it more “mainstream”. Be unapologetic with the content you’re creating for your audience. Especially if it looks like it’s you’re going against the norm to reinforce their beliefs. This proves that you are really batting for them. You see this all the time with political blogs, news channels, social media pages, and podcasts that are either completely left or right. They don’t ride the fence and try to create content everybody agrees because that would be dull and unengaging. Additionally, don’t be afraid of using arcane terminology in your content that might be unfamiliar to everyone except those in your community. Using the example in point number 1, if I had a bodybuilding blog, and I was talking to my audience about gaining muscle, I might write something like: “You can use partials to go to negative failure, if you’re finishing a superset.” This is gibberish to someone just starting out, but it’s okay! My blog and my services are not for them anyway, so what do I really lose? However, bodybuilders who have been training for a while will get this immediately, and it will lend credibility, expertise, and trust in my knowledge on the topic. This in turn will make them more likely to want to train with me. Additionally, community-specific terms like these will target more “MoFu” type customers who have likely already put in some level of research, which means that you’ll automatically eliminate people just kicking the tires. 4. Be direct Polarizing dovetails nicely into being direct. All these points above help establish you as someone who is genuinely trying to help your customers, not just make sales. Unfiltered directness will help you reinforce this image. Start by not being “fluffy” with your content. Fluff is: Unnecessary or irrelevant information that serves no purpose other than to fill space or increase the length of an article. Trivial or superficial content that does not add any value to the topic you’re discussing Content that distracts from the main message, i.e. don’t get sidetracked. And I get it, sometimes you’ll run a competitor analysis, notice the average word count is high, so you’re left with no choice but to create a blog post with heavy detail. However, you still don’t want that post to be fluffy because your readers will just not stick on your page if your content is uninteresting. In short, fluff is bad. Relevant information with depth in your perspective is good. Now, the second part of being direct is your tonality. If you’re speaking from a point of true knowledge, this should not be a problem, but if you’re constantly referring to third-party sources of information (other blogs, hq overview, videos, etc.) and don’t truly understand what you’re writing about your tonality will be very nondescript. Once you understand the topic, SPEAK to your audience. Corny as it sounds, speak from your heart, and let your personality flow through your content. Don’t filter yourself, don’t worry about how your aunt who you’re going to meet at thanksgiving is going to interpret your writing. ITS NOT FOR HER. Authentically write to the people you’re writing to, and they will love you for it! This type of true expression of tonality will also help you create a brand for yourself. Since there’s only one of you, your unique personality will be synonymous with your content, and people who like your personality will want your take on more topics. This is a huge part of building a loyal customer base. Want me to roast your content? Not sure you’re doing it right? Link to your website in the comments, or PM me. I’ll get back to you with feedback. – by /hq/KeywordKing – –

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