Few of us write original content, most of us share after reading only a headline, and most of us have become headline cataloger robots.
It’s understandable.We’re going back to bad habits because we don’t have a handle on the fast-paced, fast-changing online world and we hope that by filling up feeds with keyworded headlines and our avatars we’re at least shining the light on ourselves — in hopes that the audience will spot us. This is a form of (bad) top of mind marketing. It’s a broad light shining in a random direction.
How can we take the time to speak to our audience coherently when we don’t know if they’re listening?
We need to go back to basics.
1. Your mission statement should help you out.
If you’ve crafted an honest, direct and bullshit-less mission statement, then it should answer the question: what do we aim to do for our customer and how. Use this to put a fence around your content world.
2. Know your audience. Again.
Just because you’ve identified your audience in the past doesn’t mean you have a lock on things. Your audience’s habits identify them, and they are acting differently as technology changes, so for our purposes as marketers, they need to be re-identified. So back to basics — who needs what you have and what are their relevant attributes as human beings?
3. Clear your throat and keep talking.
It’s a conversation, yes, but stay firm in your message. This means talking to just your audience, not your readers.
offer your thoughts up for the deserving. your audience. the one or the millions who really need your product or service.
4. Be a light in the darkness
Your true audience will be able to distinguish a clear voice and relevant thought. All they need is to see your light. This means your light needs to be as clear as your voice. So just as your content needs to be a bright light in the darkness, your marketing message – the connector – has to be even brighter. This ranslates into a healine or subject line, or post blurb. Make it simple and honest and get it in front of your audience.
back to basics… what’s your strategy for reaching him?
- get into his head. be him.
- go where he goes.
- track him like a bear.
Just as social media has made us all writers and publishers, it has made us PR and Marketing people. We need to do a better job of both.