People don't want brochures or websites full of information about you.  They want to know what you are going to do for them.

Provide useful information in the media your audience prefers. It could be published in the form of downloadable white papers or e-books illustrating solutions to known buyer problems, a series of direct-to-consumer news releases with sequenced information that you know your buyer is interested in.  Or, it could be time to start a blog, podcast, or online video channel to share tips & tricks with your audience.

Analyze your audience, create detailed buyer personas, and craft useful content that will brand your organization as a thought leader.

Create compelling content that your buyers are interested in. Delivering targeted and useful content when and where it is needed brands your organization as the go-to business when your buyers needs solutions.  Successful companies are using the new model of publishing instead of the old (and expensive!) model of advertising to reach their audiences directly.  By developing an editorial plan with focused content, you can solve your buyer's problems, answer consumer's questions, and earn your customer's trust.

 

To develop an effective editorial plan you must write for your audience instead of your own ego.

A successful marketing strategy includes an in-depth analysis of your audience, those people who are or will become your buyers (or those who will donate, subscribe, participate, volunteer, or vote).  Once you have determined the different buyer personas that make up your audience, it is essential to craft content that focuses on each persona's interests and problems.  If your marketing is simply an ego-centric display of your products and services, full of hype and spin, your marketing strategy is destined to fail. 

Are you ego-centric or customer-centric?

 

 

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