Marketing Content Strategy Tips 2
hey pete alex here again i just want to give some tips on content strategies if anybody gets involved in that for your company i just want to paint a scenario which i come across sometimes is let's say you're at a party and i don't know about you but sometimes i end up stood next to somebody and start talking to them and all they want to do is just talk about themselves you know whether how fantastic their children are what the greatest holiday they've ever had whatever it's all about them they don't ask you a single question about you who you are they don't want to get to know you nothing it's just all about them and i don't know about you but i'm going i'm bored uh bored of listening to you um and you make some sort of excuse to to get away it's like oh there's somebody over there i've got to go and speak to or you know i've got to go and get a drink or whatever go to the toilet and you get away as quickly as you can because they're just boring well many companies on their websites and part of their content strategy do exactly the same they just talk about themselves how wonderful they are how wonderful their products are how wonderful how many awards they've got and it's just all about them and they never really engage with a potential customer ie what is the customer looking for how do you address their pain points um what the type of solution should be and your approach to that solution and why you've chosen that solution and many customers will go to that website and just go you haven't got what i want you're not listening to me you're not addressing it i'm not going to read your content about how wonderful you are because you're just borrowing me you don't understand me and i'll go on to somebody else's website so i get many uh companies coming to me and saying peter why isn't anybody engaging with us online why aren't they doing any links through a website why aren't they contacting there's no social media or anything we're just not engaged with them why is that it's because you're boring you're not listening to your customers or prospects on what they're really looking for so that is the key to any content strategy you really have to understand your potential customer what's their pain you know a lot of them go online and i do it myself and assume you do go online you've got to probably don't sometimes know what the solution should really be to solve it and you're doing research on that and once you've found out you're going well maybe this is what i'm after then you start humming it in and going right who provides this product what's the right features or solutions to this uh and you just start homing it down oh right and then finally what's the price the best price i can get this thing and what's involved in that price so it's a whole journey of that research part and going filtering and filtering down until right i'm ready to purchase now now which company should i contact uh or which two should i contact to get the best pricing on and i'll then speak to a salesperson in the meantime while i'm doing this research i do not want to speak to a salesperson and yet so many companies will go you know get in contact with us to do a demo you know getting contacters to do your pricing i i am not interested in talking to a salesperson and getting sales pitch there's many other companies out there who give me the information i'm looking for online without all this connection part of it so i know it goes against a lot of market people's principles but sometimes giving out a lot of information is really key to actually building trust with that prospect and i'll give you an example of that i had a company which i'd set up and it was in video surveillance and i used to give them a lot of information a lot of outbound inbound information going out there telling them what they needed to think about when they're doing video you know no it's not just the video there's the servers do you want wi-fi automatic downloading um you know how do you do data evidence protection and all sorts of different issues which i knew the customer was asking on how to choose a mobile video surveillance solution now by giving out all that information you know and willingly giving it all out i was educating the prospect on what they needed to think about and i was getting customers or prospects contacting me such as canada the us government honda the tlc in new york for all the taxes and everything else contacting me didn't have to make a single phone call they contacted me and they trusted me they basically when i asked them well why did you contact me well we trust you because you're giving the information and that's why that's what i built with them was that trust so as a smart little company basically batting way out of our league and attracting some really big companies who are interested and as a result i also um attracted a large technology company who actually purchased the company from me now that's all from a content strategy so i know how it works i've seen it work i've implemented it and you can do it to some fantastic success but you've really got to understand the pain points and help that customer or prospect through that journey and build that trust and they'll contact you they're not interested in you contacting them and all the hooks and everything else so that's just something to think about um and i know not everybody's comfortable with that type of approach but from my perspective i've seen it work and i've done it for a few other companies and it's a different type of content strategy but something which you need to sort of think about you have to think about that journey and the pain points and giving out some information and not trying to just do it as a sales lead type of hey i've made a sales lead there's a bit of a picture you've got to go for anyway that's just a tip if you've got any subjects you want me to sort of give an opinion on or some advice on then you know drop me a line and i'm happy to get involved and i'll do a video so i can share with other people maybe what a different approach could be and what's my thoughts on that so i'm looking forward to speaking to you and speak to you soon bye
