When it comes to your marketing efforts, you want to reach the right people, at the right time, with the right messages. In order to do this, you need to know who you’re talking to and where they are in the buyer journey.
The Fight for Attention
Today, there is more noise than ever, thanks to massive amounts of content created every day and more and more brands competing for attention. If you want to reach your audience, you have to make sure your content is relevant to them. Relevancy requires more than just creating content that you think would appeal to your target audience. Your content has to also be aligned to where a person is in the buyer journey. Even though some messages may be relevant to a type of audience, if the person is not in a time and place where it would be relevant to them, then it’s useless.
In our last article, we discussed how content should address all aspects of the buyer journey, even moments not necessarily directly related to your product. It’s important to connect your brand’s values with consumers’ values if you want to create meaningful brand interactions. This week, we’ll illustrate how this can work with an example company.
Example: Flea Medicine for Dogs
Let’s look at an example of a company that makes flea medicine for dogs. The company’s ultimate goal is to sell more flea medicine. The obvious content topics could be about dogs and fleas: how to identify fleas on your dog, what to do if your dog has fleas, etc.
Here’s the problem with this kind of content, everyone else who makes flea medicine is going to cover it. That’s fine, but you want to rise above this noise to stand out as the company to buy flea medicine from. You want your customers to be loyal to your brand above all others.
At FreshForm Interactive, we thrive from a maker culture. From the brainstorm to the final touches, every part of the creative process challenges our limits and satisfies our thirst for innovation. Experimentation is a nonstop part of our approach, and something we’re passionate about. On a day-to-day basis you’ll find our designers and developers creating digital masterpieces or crafting tangible art. We’ve made mistakes along the way, but the end result is always something we’re proud of.
Content marketing can be an incredibly effective way to reach your audience, build relationships, educate, build brand affinity, create brand loyalty, generate interest, and ultimately increase sales. However, in order to be effective, you need to stay incredibly organized and focused, otherwise you may end up needlessly competing with other brands and swimming upstream.
Here are 9 reasons to keep your content marketing focused:
1. Major publishers cover mass appeal content (AKA general topics, such as travel, health, fitness, technology, sports, etc.)
For reference, think about the kind of clout these major publishers have:
- ESPN has 22.2 million Twitter followers
- Women’s Health has 3.8 million Twitter followers
- National Geographic has 10.5 million Twitter followers
- TechCrunch has 5.7 million Twitter followers
If you’ve ever wondered how it’s possible to create an entire content calendar at once, the secret lies within a key part of the planning process: developing content themes. Content themes help you plan ahead and provide the structure needed to stay focused on content that will deliver meaningful results.
Creating content themes allow you to create an even mix of content that satisfies different audiences while remaining true to your business goals. Using content themes paired with an editorial calendar will help you make sure you’re not creating too much of any one kind of content.
Personas are a representation of a user based off of quantitative and qualitative research. They give marketers a better picture of who they’re talking to. Many marketers are familiar with personas, but are not sure why they’re not getting more value out of personas.
In this post, I’ll explain what “thin” personas are, and why they’re not as effective or creating actionable personas.
I really like to give people thoughtful, personalized gifts. I think it’s the moment that someone opens the gift and their reaction that motivates me. I can always tell when someone feels so-so about a gift. The whole lotion and/or candle duo has never been enough.
When I want to give a good gift, I start by brainstorming everything I know about what a person is interested in. Most of the time my greatest ideas come from thinking about the little things – what makes them really excited, what gives them unexpected joy, their quirks.
It’s not as much knowing the person’s age, gender, job, and/or where they live. If I went based on that, I’d be getting people generic gifts anyone could give. My intention is to give a gift that’s truly special. If all the gifts were opened without knowing the givers, then my gift would still be connected to me, because it’s an extension of my personality and style.
Marketers can achieve the positive reaction I’m going for with gift giving when they know their audiences well. When marketers with strong brands make meaningful connections with their audiences, they are able to “give” in a way that’s distinct to their brand.
Successful content and social media require having a plan for quick wins and a big picture idea for your long game.
Your long game is building your brand to create sustainable value. You get a lot more value out of your marketing efforts when every single marketing tactic contributes to brand equity. Strong brands create inimitable differentiation, increase loyalty, and create financial value. The value provided by a strong brand is real – each year, brand consultancy Interbrand tracks brand values: Brand equity is worth billions of dollars for the top-performing companies.
Brand Touch Points
Content and social media provide opportunities to create brand touch points for your consumers. At every brand touch point, you should be delivering on your brand promise. Each touch point contributes to your brand perception as part of the larger mosaic that makes up your brand.