Content Marketing Is About Your Customers. Not You.
Have you really looked at your content marketing strategy lately?
- Are you writing informative blog posts, white papers and case studies about your products or services?
- Are you sending out regular social media updates about the benefits and features of your company?
- Have you done everything possible to get your message out to your customers?
Does it scream: “Me…me…me? Look what I can do!”
Content marketing is not just about you or your company’s services. Customers do not care about your business. They care about what’s in it for them.
All good marketers know the importance of identifying their target audience. Without knowing who your audience is, your content marketing efforts may be blowing in the wind.
Content Marketing Is About Giving People What THEY Want
The truth is, the best way to reach your customers and keep them interested in your content marketing is to make it about them. Give them what they want.
- Who is my ideal customer?
- What do they want?
- Why is it important to them?
- What are their needs and desires?
The answers to these questions will help you create laser-focused content that will attract your ideal customer by helping them get the things they want in life.
For instance, you own a fitness center. How can you attract more customers? By telling them how many treadmills and elliptical machines you have? While this kind of content might attract a few fitness-minded individuals, you are likely to see better results by appealing to the customer’s heartfelt desires.
By creating content about living a healthy lifestyle, including recipes and exercise tips, you are not just selling gym memberships, you are making it possible for a bride to look fabulous in her wedding dress. You are helping a middle-aged couple live a healthier lifestyle, so they can enjoy playing with their grandchildren and so on.
As Harvard Business School marketing professor, Theodore Levitt, famously said:
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
In other words, your customers are looking for results. So give them what they want.
Are you giving your customers what they want? Are you going to change anything after reading this post?