Content Marketing: Figuring out You Versus Them

Serving what your audience wants is crucial to maintaining one
Serving what your audience wants is crucial to maintaining one

I went to a baby shower a while back. All of the dishes served had some form of nuts in them – almond string beans, peanut-encrusted chicken, carrot cake (with walnuts). You would’ve thought the momma-to-be loved nuts. Actually, she hated them but the hostess thought everything was better with nuts and people liked them.

The hostess, in this example, is an old-school marketer. She is serving up what she wants to serve, what she thinks should be served. She’s mistaking general popularity with what her guests want, when in reality, the guest of honor doesn’t even want it.

 

 

Are you Serving Content Only You are Interested In? Continue reading “Content Marketing: Figuring out You Versus Them”

Just a Spoonful of Sharing Helps the Business

London's changed quite a bit since Mary Poppins' time. So should your messaging.
London’s changed quite a bit since Mary Poppins’ time. So should your messaging.

Dirty marketer alert: I’m going to be frank with you and the words may not be pretty. If you’re running a business or a member-based organization, there are things you are going to want to say. If you’re in business, you’re going to want to make money. It’s not ugly, it just is. Your customers or your members don’t really care about what you want to say, unless it just so happens to be something they also want to hear.

The truth is this: you have stuff you want to say.

They have stuff they want to hear.

If you’re good at what you do and you keep your audience in mind, everything you create will overlap and be what you want to say and what they want to hear. Sometimes, just sometimes, you have things you want to say that they don’t know they want to hear. So how do you deliver your message in a way that is palatable to them? That’s when you need Mary Poppins as your marketer – and just a spoon full of sugar to help the medicine go down. Yes, I just referred to your important marketing message as medicine — and if it’s something your audience doesn’t want to hear or know they want to hear — that’s how it will be initially met if you come at them and try and force feed them your message. Continue reading “Just a Spoonful of Sharing Helps the Business”

It’s Just a Blog

Today we want instantaneous results. In business we want immediate conversions. Associations (or member-based organizations) want immediate member sign-ups. Guess what? A blog won’t do this for you the moment you launch it.

So why do it if you’re not seeing immediate return? Why date if you want to get married? You’re wasting a lot of time meeting new people aren’t you?

Continue reading “It’s Just a Blog”