A Content Marketing Approach That Works

Content marketing seems to be the new buzz. Everywhere you turn, you see another piece of content on content marketing (pun intended). eMarketer reports that “59% of marketing professionals will increase [content marketing] efforts this year.” But content marketing is not a separate marketing effort. In fact, well over a year ago, I reported “Content Marketing / Social Marketing – You Can’t Have One Without the Other.”

And yet, companies continue to struggle with content marketing.

emarketer content marketing
(http://www.emarketer.com/Article/Content-Marketing-Struggle-Start-Finish/1010550)

The big problem is to know what content to deliver such that your target audience values what is delivered. When we think about content relevance, the main challenge is coming up with content that resonates directly with each individual within your vast target audience. It is hard to balance one-to-one marketing versus mass marketing. If you write content for the mass target audience, it likely will not resonate with any individual. Conversely, just about all companies cannot scale for production for one-to-one content marketing. So how do you solve this problem?

Let’s start by reviewing target audience dynamics.

customer audience

You want your content to appeal to that small group of ideal customers, but at the same time you want to attract a large enough audience to meet the required scale for business profitability. Look at the bulls eye as a metaphor. The challenge has been determining how far off the center circle you need to go to win the right number of customers while not watering down your content such that it is not compelling to the ideal customer.

Consider listening to the entire target audience mass. Understand what they are saying and segment the audience in subgroups based upon their behavior as determined by their conversations. Then produce and curate content that resonates with the segments and point those segments to the applicable content.

Let me give you an example … say you are marketing a fitness club.

fitness club target audience

The ideal customer is a fitness zealot. The largest group of the target audience would include anyone interested in looking good, feeling good, and/or losing weight. If we listen to the large mass of the target audience, we would likely learn the entire audience can be segmented in groups including a) health conscious, b) interested in losing weight, c) looking good is more of an issue than fitness and exercise, and d) an aging group wanting to stay fit. (Of course there are other possibilities, but this is just an example.) Thus, you would need to produce and curate content that appeals to those audience segments and reach out to them to share.

fitness club target audience segments

This approach solves the issue that mass content marketing does not resonate with individuals because the content is too generic for individual’s interests. (Please note that it is still important to have individual conversations with influencers of your target market … a different topic I have covered in the past.)

Net – net … as content marketing begins to get much greater attention, marketers are going to jump on the bandwagon, if they haven’t already. In any event, marketers should have a content strategy that works for their target audience. The content strategy should quantifiably increase your audience stickiness and advocacy, and attract new people as well.

Make It Happen,
Social Steve

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6 Comments

Filed under brand communication, content marketing, Social Steve, SocialSteve

6 responses to “A Content Marketing Approach That Works

  1. Jim Matorin

    Steve: What were marketers doing pre-content? We always reviewed our positioning statement, thus clearly defined our target audience. I just think now that the customers have a greater voice, we have the opportunity to listen better, segment better, customize our positioning statements and where we publish our message. Sometimes I think digital marketers are just taking old marketing principles and rehashing them to fit the lastest buzz du jour.

    • Jimmy – agree, but as you point out, not many are segmenting by listening. If we listen we learn more about the audience. And the difference now is that we can segment way beyond typical marketing segmentation. We can segment based upon BEHAVIOR – and that is extremely useful and powerful.

  2. It would see to me that, in a case such as a fitness club, it would take several types of content to reach these diverse groups…or a very talented person who can relate to all.

    But it would cost more if they had diverse efforts.

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