Everyone wants to be needed, and digital marketers creating viral content are no exception. It’s vital to your online marketing efforts to show how your company meets customer needs, whatever they may be. The goal of all your content should be just that: addressing and meeting your potential customer’s wants and needs. That’s the difference between making noise and adding value—good content makes a case for why it should exist. Here are a few ways you can tailor your content marketing strategy to provide value for readers.
Isolate a Need
Place yourself in the mindset of your customers when creating content. Why are you seeking out this product or service? What need does it meet? Once you answer that question, it will be a lot easier to find ways to engage with subscribers.
Much online marketing content targets consumer fears, specifically anxieties surrounding safety and stability. Think about marketing you’ve seen for insurance companies or home security systems: Oftentimes these companies will stir up fears about property damage, theft, and personal safety in order to make a sale. Fear-based marketing targets very deep-seated feelings of insecurity in consumers. While this strategy can scare up a few conversions—pun intended—it is rarely the best way to get and keep a loyal customer base.
Instead, try to find a need that is positive and aspirational—for instance, increasing one’s esteem in the eyes of colleagues, giving back to one’s community, or getting more personal time to spend with family members. Forming positive associations with your brand by giving customers ways to improve their lives will help you retain more customers in the long run.
Solve a Problem
Instead of creating a problem by scaring your leads into buying your product or service, think about how you can address a problem they may already have. Make sure your content adds value by making readers’ lives better in some way. Consistently providing valuable content increases your brand’s profile and builds trust, and that pays dividends.
A problem doesn’t have to be a small, concrete issue, either—the “Big Ideas” series from the John Templeton Foundation asks questions like “What Is Genius?” Readers are likely to share content that delves into topics that are a little more philosophical than your average listicle. Inviting readers to discuss these “big ideas” makes them feel valued, and makes them appreciate your brand in turn.
Examples of Need-Based Marketing
Companies who successfully target consumer needs often find their content performing very well, but in order to find success, they need to familiarize themselves with their customers’ desires. For instance, a job placement company might create a blog article around what to wear for a job interview. Banks often provide content related to saving money and making good financial decisions. Putting yourself in a customer’s position allows you to generate content that meets their needs.
For help designing a great content marketing strategy around the needs of your customers, contact AMMA Digital Marketing for a free consultation. Just call 800-466-0684 or send us an email to get started.