(1) Ask: What needs are NOT being serviced?Clark was smart. In 2006, he knew there was a massive need for effective, potent content marketing. So what did he do? Well, he found out his audience’s pain points and frustrations and used these insights to shape and inform his content strategy! When you focus on what your audience finds difficult or challenging, you’re able to offer tangible solutions that adds value to their lives. This is the holy grail of effective content marketing, because it tells you straight away what content will resonate with your audience and what won’t.
(2) Persona & empathy mappingAny great content marketing professional worth their weight knows the remarkable power of effective persona and empathy mapping. A persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When you’re looking to grow your audience, you need to understand what makes them tick! This means probing the demographic makeup of your tribe to understand their educational background, what influencers they follow, what social networks they use, how much money they make, what their biggest challenges are, how they spend their free time… the list goes on and on. When you combine this with empathy mapping – which tells you how your audience feels, thinks and in what ways they’re likely to act – you’re able to predict what content will work and what won’t. This means you can turn the dial up and pump out consistent, high-octane content that fuels your growth.
(3) Talk about your customersClark likens content marketing to a cocktail party. If you’re talking to a group of people by the bar, and one ego-maniac decides to steer the conversation towards his great exploits and accomplishments at every moment, what conclusion are you going to draw of this person? You’re going to think he’s an arsehole! The same rings true when publishing content. You need to ensure that the focus remains wholeheartedly on your customers. Avoid ego-centric messaging at all costs, because it can cripple your strategy and reeks of low self-esteem. Continue on the next page for the three final methods you can adopt from Clark to make your content marketing a success.
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