November 20, 2013 | Posted in:Uncategorized
Businesses, Government and Non-Profits… Getting your Content Marketing Plan Outline right is easier than you think…
When you set out to create a Content Marketing Plan or Strategy for your organization you need to understand that your Content is the Engine that drives your engagement with your ideal audience. Create and deliver Content of value from a human perspective that your audience will want to read, share, collect and spread. When you can create this kind of content, your audience will follow you where ever you lead them, stand up for your cause, vote for you at the poles or buy and endorse your product or service.
There are four basic strategies to consider when deciding what would serve your organizations’ objectives best. There is the Layered Narrative or Story Telling approach, Micro Targetting, Seeking and Converting and finally Social Customer Service. Choose the most suitable structure for your professional organization and start to learn how to reach your audience. In many cases it is necessary to use complimenting approaches to tell your organization’s story, so don’t be afraid to use a combination of any of the four strategies to get your message out.
Content is not just blog posts and white papers. As part of your organization’s strategy, you need to know what your audience responds to best. It could be a Tweet, a video on Youtube, a paid ad, podcsast, pictures, articles, white papers or any combination of the previous. Building the right content marketing plan outline or strategy will provide you and your organization with the focus to succeed in giving your audience what they want and in turn, they will give you what you want… their attention.
A Layered Narrative approach with Micro Targeting seems to work best for Nonprofit Organizations as a combined delivery strategy for telling and relaying their story. By sharing your story with well written and compelling posts that evoke an emotional connection to your cause you will compel your audience to want to engage. Use pictures and videos to do the heavy lifting for you. We are visually wired and when we see suffering, our natural reaction is usually empathetic and over time, proactive. People want to help, they want to get involved. As long as they feel connected to a cause worth caring for. They will want to help.
Businesses too can adopt a Layered Narrative approach coupled with a Seeking and Converting tact. Seeking and Converting allows you as the business to follow your prospect through a number of different points along the path to purchase. Following along with your prospect’s choice of what they choose to follow allows you as the business to direct the conversation to influence and persuade your prospect through your sales funnel. Add to that a compelling story describing a scenario of what position your prospect was in before your product or service, during the use of your product and service and where they are today because of your product or service and you will have demonstrated the potential of what you have to offer prospective customers.
Governments will benefit best by employing a Micro Targeting approach to their content marketing plan outline or strategy . Providing content to your audience in this way will allow you and your organization to effectively deliver your message as it is focused and targeted. It will allow you to lead the conversation and help to convert and persuade your community. Adding polls and surveys that align with your message will not only help to lead your audience but it will also provide valuable data for your organization to build content, revise your approach or promote what is already showing as effective results. Micro Targeting to audiences of Government organizations is an effective and timely means to correspond with your audience.
I would also like to point out that our perception of the online world of search, content and reach is skewed for big Government, Business and Nonprofit as the level of targeting our audience is in the hands of Big Data and those that can afford it. If your company can afford it, there are companies like Acxiom, Blue Kai, TargusInfo, Experian and several others that can not only cut through the noise but can deliver your exact target market on a silver platter with the proverbial apple in mouth for the right amount. I know we are going a little off topic but I do want you as the reader to know that, although we are told content is King… it is King because the more data that is produced, it will infinitely tighten the Loop of the Filter Bubble we all step into when we make our first click….[Pariser]
If that sounded a little obscure or possibly intriguing please feel free to leave a comment below to ask me more about the Filter Bubble and Big Data and I will follow up.