“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”
– Seth Godin, Permission Marketing.
Did you see this blog post because I forced you to read it? Did this post interrupt your morning coffee? Did this snippet of content end up invading your home mailbox on a postcard?
The days of forcing your content into the lives of un-suspecting consumers is over. Global media & the Internet has changed all of that. Everyday, we are inundated with ads, TV ads, billboards, Print, Internet, etc. and our brains simply can handle the amount of input anymore.
Today, consumers consult 10.7 places prior to making a purchasing decision. THEY consult. They go out and actively seek what they are looking for, WHEN they want, HOW they want. This means you need to have a solid presence and dish up the right content at the right time, to the right audience. In other words, PULL people into your content, don’t PUSH your content upon them.
So, how do you get the privilege (as Seth Godin says) to deliver anticipated, personal & relevant content to people who want it?
1.) Know Your Demographic.
Rule number 1 of content marketing, know who your prospects are. Spend the time to survey your demographic, who are they, what do they like, where do they hang out online, what makes them tick, etc..
2.) Build A Tribe.
Odds are, a huge contingent of your demographic uses one of the many social media channels out there. Find out where your demographic is spending most of it’s time and be there. Get their permission to be a part of your social media tribe and engage them.
3.) Know Your Business Cycle.
Create an editorial calendar for your content that revolves around your business cycle. Maybe you sell more of a particular product in Q3 as opposed to Q4. Craft your content to match and enhance your business cycle.
4.) Analyze, Always.
You can’t expect what you don’t inspect. Pay very close attention to your web analytics and your social media metrics to determine the effectiveness of your content and engagement. Make content adjustments as necessary and do it often. This world changes daily, you may need to as well.
5.) Be Amazing.
With 27 million pieces of online content being shared everyday, it’s imperative that your content is amazing. Keep it fresh, relevant, informative, helpful, pro-active, inspiring, etc., but make it amazing. Feed your demographic often and keep them hungry for more.
Need help with your content marketing program? Contact one of my Superhero Content creators today, 866-471-4748.