Why Try To Get Out Of Your Box, When You Can Use What's In It?
It’s fun to brainstorm a great launch, to think of making a giant splash at the start of a new product’s life, to get media validation that your creation will be successful at the start.
However, it’s not worth the extra time, the extra money, the extra resources to do.
Stay Positive & Best To Invest In The Long Run
Free is an excellent tactic for getting initial attention.
What many marketers fail to incorporate into their overall strategy is that once free is used as a tactic, it has to be repeatedly used in fresh ways while still marketing something of greater value for a price.
When it comes to content people will expect it to be free unless it meets one of these three criteria.
Great content marketing is a weave between free and each of these three pieces of criteria.
Stay Positive & Free For Now…
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On this episode of In The Box Podcast, we talked about if social promotions can work without a real-life element to them, where disruption comes from (in or out) of an industry, a technique for closing a communication gap, on way to connect with a consumer and a riff on the pointless existence of taxi cabs.
Enjoy listening here.
Episode 29: Connecting To Consumers, Sources Of Disruption, Taxi Cabs And More
Connection: What’s one way to connect with a consumer?
Social media: Do you think a social promotion can work without a real-life connection?
Disruption: Does disruption come from inside an industry or outside of an industry?
Closing a gap: One technique to close a communication gap when talking to someone and there is a misunderstanding?
Bonus: Why do taxi cabs still exist?
Stay Positive & Maybe Connecting Comes From Closing The Gap
If you’re in the marketing world of creating similar content again and again for the same target, then you’re like me.
If you’re like me, then you also have trouble writing that content because you feel you’re being repetitive, that you’re saying the same thing in a different way, that you’re sending messages to a target that has already received those messages but chose not to respond.
It has taken me awhile to work my way through the mental battle of repetitive content creation. Here’s two ways I see it:
1) Every piece of content is a reminder.
Sometimes I need a reminder to not use so many hand motions when talking. Sometimes a kid needs a reminder to say please. Sometimes your target needs a reminder to…?
Think of your repetitive content as reminders. We all need them from time to time.
2) Speaking of reminders… when it comes to repetitive content, I remind myself people may be reading the content for the first time.
I subscribe to the BeerSmith newsletter. Each newsletter has a lot of basic information. The thing about beginner info is that there’s a limit. There’s a point when BeerSmith has to repeat himself, and I’m thankful he does. That newsletter about “the properties of yeast” helped me a lot and I couldn’t imagine someone else not benefiting from that information simply because I’ve gotten it once already.
Repeat content is effective. When you find yourself creating more of it, pause and remember the benefits of writing the same thing in a different way. It’s not a waste of your time.
Stay Positive & Feeling Refreshed? (So Are Your Readers)
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“What is it you think they do for a living?”
It’s a remarkable question my significant other often asks when we’re driving through an area of land that looks so foreign, so far from any city, so open. Really, how do they survive?
Figuring out what people do for a living tells a lot, but it doesn’t tell us enough. Bernadette Jiwa recently wrote about a man she saw scratching a lottery ticket off and wondered what he does and why.
It would be very telling and insightful for a caring marketer, however, I still wonder if it’s not what people do for a living that matters so much as what they see themselves doing if they didn’t have to “do for a living.”
It gets straight to the heart of their long-term motivations, which are, I think, often more rewarding to market to than short-term needs.
Stay Positive & Appeal For A Lifetime Or Appeal For A Moment
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Every action you take, every path you start walking down, there’s a light at the end. The neat thing about that light is you decide what it shows.
A light at the end of the tunnel doesn’t mean there aren’t other paths you can take, and maybe, other lights to find.
Stay Positive & If You Don’t Like That Light, Find Another, Don’t Keep Going Toward It
What you create for people to share ought to be something that elevates the identity of the person who shares it.
Every article, blog post, video, song we share says something about who we are and who we want to be.
Don’t create content that resonates with who people once were. Shareworthiness is about making them feel they’re a step forward to being the person they want to be (whether they acknowledge they know what that is or not).
Stay Positive & That’s How You Get People To Share Your Content
