Before I begin any project we have to think about the specific audience you wish to appeal to and what value will this new information bring. I ask these questions to my clients because your customers are being bombarded by online messages constantly (though email, snail mail, television, social media platforms) and if the content is not useful, or is not relevant to their current needs your message will be lost, ignored or worse, you’ll be placed in their spam folder.
When creating content marketing strategy consider the following:
- Who is your target audience? What position are the decision makers? Is it B2B or B2C?
- What do your customers/audience want? What are their needs in the near future?
- What are their goals?
- How can we help them? What information can we share to help them come up with a solution.
Once we answer these preliminary questions we can figure out how to add value to their business and focus the best medium to use. Many corporate companies have been using white papers and case studies as examples for their customers on their websites, but the growth of on demand video and mobile video views have been increasing and social platform viewing of videos (such as on Facebook pages) and YouTube channels have been giving SEO boosts to company websites. The strength of storytelling using video not only establishes the customer as a thought leader but it helps convey several intangible things such as the company culture, the attitude of the company crew & executives, and values. People skills will add warmth and familiarity to any potential customer or buyer of a product and service. When people buy a product, they buy a brand, a culture, a lifestyle and it’s that promise that you are offering to them that will be conveyed in video.
Here’s an example of a project which we created to help educate our customers about the installation process while also demonstrating who are our customers.
[Click to play “Scope of Work” video]