Selling Is About You, Content Marketing Isn’t
You have probably heard about this thing called content marketing but you’re not sure what is, you’re not fully convinced and you don’t know why you should even care. Well, you really, really, really should!
Let the stats do the talking and convincing before I dive in.
When Was The Last Time You Listened To Or Bought Something From Someone You Didn’t Trust?
Go ahead and make all the content that you want. If you are not connecting with your audience that content is going nowhere. It’s about engaging and connecting with your audience, not pushing your sale at them. Humans want to do business with other humans that they have established trust with. What’s a great way of establishing trust and showing that you’re human and not a corporate bot? You guessed it…content marketing.
Purge your marketing mind from silly thoughts like what type of content will help you sell more. Don’t think like a marketer. Don’t think about your problems. Think like your audience. Think about their problems. How can you solve those problems? What type of content would you find valuable, educational and entertaining? You think you’re great, your mom thinks you’re great, you’re friends think you’re great but talking about how great you are and about yourself is not…well….great at all.
The Right Content For The Right Audience
You don’t want your audience to read your blog post or watch your video and think “What in the world was that even about”. The worst thing you can do is to create content that means nothing. Content for the sake of content. If you don’t care why should they? It's content that helps your audience find you, care about you and fall head over heels in love with you.
You don’t want your audience to think “they’re probably just trying to sell me something.” You want them to think “That was helpful, valuable, reliable and trustworthy, I will buy from you and come back for some more.” Selling and over promoting gives you a onetime, none returning, customer (or no customers at all). Being educational, helpful and valuable with content gives you a customer for business life.
Knowing who your audience are will help you create awesome content and the right content. If you know the help your audience is looking for and the questions your audience is seeking, you can solve their problems, answer their questions and know the best way to communicate with them with your content. Voila! A connection is formed. Trust is formed. A relationship is formed.
If your content fails to resonate with your target audience, chances are it is content that they were not looking for. Yes you want eye balls on your content but what you ultimately want is that emotional connection and response with your audience. You feel me brah? This infographic gives you some content ideas depending on your sector and target audience.