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Filling Your Content Marketing Out of Three Buckets

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“All presentations are composed of just three elements,” Dan Roam writes in his book Show & Tell: 

  1. my idea – impressions, anecdotes, data, concerns.
  2. my self – goals, hopes, beliefs, insights
  3. my audience – demographics, aspirations, abilities, skills, uncertainties

Effective content marketing, we’ve learned at Say It For You, makes use of the same three buckets. We share ideas, adding information to things our audience members already know, fill their aspirations by showing best ways to  accomplish their goals, and, having understood their needs, inspire and empower them to take action.

To pick the right storyline for an article or presentation,  we need to answer the following question, Roam explains: “After we’ve finished presenting, how do we want our audience to be different from when we started?” Reports that tell the audience what they already know, then add a few things they don’t are not very memorable or actionable, he cautions.  If we’re doing it right, we make the audience care.

In content marketing, this is where the “my self” bucket comes in. Personal stories and opinion pieces showcase the unique slant of the business owner or practitioner. Dipping into that second bucket, you reveal how you arrived at the name of your business, even revealing the biggest mistake you made in starting that business or practice and what you’ve learned from that mistake.  Precisely because it is so very human to act inconsistently, revealing seemingly out-of-character aspects of yourself and of the people involved in your business or practice is a way to create buzz.

At the same time, Dan Roam reminds presenters to never, ever apologize for any anxiety.  Telling them you’re nervous will make them worry, too,” he advises. “When we are confident, we will help the audience change,” he tells newbie speakers. At Say It For You, we know how important it is to remember that third bucket – it’s our audience’s uncertainties we’re out to change!

When it comes to content marketing, readers visit  our web pages and blog for answers and for information they can trust.  In fact, the success of our marketing efforts will be very closely aligned with our being perceived as  SMEs (subject matter experts).

Show and Tell is the perfect guide for content marketers. To the extent we understand the demographics of our audience, realizing that our readers are those looking for information, products, or services that relate to what we know, what we have, and what we do. Those visitors are literally inviting us to share our ideas, our “selves” and our skills

We need to fill our content marketing out of all three buckets!

 

 

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Time For the Long View

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In my last Say It For You blog post, I shared insights to the way investors tend to invest the majority of their money in domestic equities, ignoring the benefits of diversifying into foreign companies. As content marketers, I explained, using consistent posting of valuable information, we can position our clients as SMEs, giving them a better chance at overcoming their prospects’ home biases….

A second insight into investor behavior that can prove valuable in content creation is what Sam Savage dubs “the Flaw of Averages” (a play on “Law of Averages”.  The S&P 500 stock market index is a good example of the way statistics can be misunderstood, Savage explains.

The US stock market has delivered an average annual return of around 10% since 1926, Dimensional points out. But short-term results may vary, and in any given period stock returns can be positive, negative, or flat. Over the years 1957 through the end of 2023, the S&P Index has returned an annualized average return of 10.26%. But, what is the proper way to view those results?

  • On a daily basis, the index was up 52% of the time.
  • The S&P 500 was up in 73% of the individual years over that time frame.
  • The S&P 500 was up in 95% of the ten year periods of its existence.

At Say It For You, we’ve learned over the years that in content marketing, nothing speaks quite as loud as numbers. Statistics dispel false impressions, grab web visitors’ attention, and demonstrate the extent of the problem the business owner or practitioner can help solve.

At the same time, ethical marketing means promoting products or services in a manner that is both honest and responsible, Nathan Neely points out in the LinkedIn article “Doing the Right Thing”. That means providing accurate information about pricing, ingredients, including being transparent about how data is collected.

In creating content, we want to:

  1. position our business owners or professional practitioners as Subject Matter Experts
  2. provide visitors to our clients’ websites with valuable information and a positive experience
  3. use statistics to both educate readers and stimulate them to action.

Throughout the process, though, we need to demonstrate to prospects the value of taking a long view in their buying decisions.

 

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In Content Marketing, Consider Readers’ Home Bias

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When it comes to their stock portfolios, financial advisor James Cheng observes, investors tend to invest the majority of their money in domestic equities, ignoring the benefits of diversifying into foreign companies.  Home bias isn’t restricted to American investors, he explains – investors from all over the world tend to prefer investing in companies based in their own country. While being too concentrated in any one area of the market can actually be a dangerous practice, Alexander Joshi Of Barclays of London cautions, exposing an investor’s portfolio to elevated market volatility, investors would rather invest in things with which they are already familiar, rather than moving into the unknown.

While the expression “home bias” originated in finance, familiarity bias influences consumer behavior in every aspect of life. “Have you ever noticed yourself gravitating towards the same brand of coffee or choosing to watch movies from a favorite genre repeatedly?”  Octet Design Journal asks. Gravitating towards familiar faces and avoiding interactions with strangers can mean missing out on valuable relationships and opportunities.

How can sellers overcome this inherent yet irrational desire to keep something the same, even if it’s less than optimal?  While prospect theory explains that people are more averse to losing what they have than benefitting from something new, value selling can help overcome your customers’ status quo bias, David Sviel  of ROI Selling suggests. “Your job,” he tells salespeople, “is to convince them that, despite the risk of making a change, which always exists, not making a change has its own risks and consequences.”

Will blog marketing “close” deals in the same way as a face-to-face encounter between a prospect and a sales professional? The answer is obviously “no”, we explain to our Say It For You content marketing prospects. On the other hand, prospects what have been reading your blog posts will typically enter the sales process more educated on your place in the market, your industry, and what you have to offer. Consistent posting of valuable information positions you as a SME, or Subject Matter expert, offering you a much greater chance to overcome your audience’s “home bias”.

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Mining What You Know Yourself

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To make your writing more unique and richly layered, Whitney Hill advises in a Writer’s Digest piece, mine areas of your own life.  “Writing to market”, she says is a common and very viable strategy, meaning familiarizing yourself with the websites, social media, and trends preferred by your likely readers.  But, on a deeper level than “market”, there’s audience, Hill says. Market describes the places, times, and offerings; audience is the people in those places, times, and offerings. Digging deep within ourselves for inspiration can help us connect with the right others.

People

“Our families, colleagues, friends, and other people we know may spark an idea for….a narrative thread,” Hill goes on to suggest. (It’s important to remember factors such as safety, privacy, and liability, she cautions.)  My own twenty-seven year financial planning career put me in touch with a variety of teachers, speakers, and clients, each with stories and lessons…

Background

Educated in the public school system in Pittsburgh, parochial schools in New York City, University of Missouri in Kansas City, and the College of Financial Planning in Denver, Colorado, I have been exposed to a variety of learning experiences that I’m sure have found expression in my writing. 

Field

Language has always been at the core of my work. Following years teaching of Hebrew using the Voix et Image method of second language teaching, then penning a weekly financial advice column for twenty two years, I’ve been involved, for the past seventeen years, in content marketing. The “leitmotif” of finding the right words has characterized my days for as long as I can remember. 

Focusing on what we know best – ourselves – can be a way to strengthen our craft, helping us write stories that deeply connect with readers. Since, at Say It For You, our purpose is to focus readers’ attention on our content marketing clients, we are taking on the readers’ personas, rather than our own, helping them ” interview” the business owners or practitioners in light of their own needs.

While Whitney Hill is advising novelists and short story writers, the concept of “mining what you know yourself” is very appropriate for content marketers. In order to truly connect with our clients‘ readers, we need to connect with those clients’ people, backgrounds, and fields, all while finding connections to our own backgrounds, enabling us to mine what we know ourselves!

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Getting the Most from Testimonials and Case Studies in Your Marketing Initiatives

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Most businesses today pull out all the stops when marketing their products or services. The use of flashy advertisements, dynamically responsive websites, and heavily promoted brand benefits and features is par for the course for many competitive brands trying to stand out from their competitors. However, when it comes to setting up your business for long-term success, there is one thing most organizations need the most – credibility.When you’re able to provide social proof of the value of your products and services, you’re able to establish a strong foundation of trust with your current and potential customers. Showcasing client testimonials and case studies is a great way to achieve this.

Testimonials vs. Case Studies: What’s the Difference?

Both testimonials and case studies are valuable forms of social proof that can be used to help validate a business’s feature or benefit claim for its brand. However, the format for both of these varies, as well as how they’re delivered:

  • Testimonials – Testimonials are a collection of customer quotes, often originating from client feedback surveys and online business reviews. They typically focus on specific brand highlights such as their customer service, product benefits, pricing, or other experiences.
  • Case Studies – Unlike testimonials, case studies are conducted by the business specifically and offer an in-depth look and analysis of a particular customer’s experience when engaging with a brand. These are formatted in a PAS (Problem, Agitation, and Solution) framework to help quantify exactly how and why a solution positively impacts a client.

Using the Voice of Your Customers

Your customers are one, if not the, most valuable asset to your business. When you work hard to take care of them, it’s important to leverage this effort and turn their experiences and opinions into brand advocacy.

The Benefits of Publishing Testimonials

Builds Trust and Credibility

There are very few industry markets today that haven’t been heavily saturated with competition – regardless of the quality of brands that represent it. Establishing your brand as one worth engaging with takes more than just great product development practices. Testimonials are a great way to establish credibility quickly. Positive feedback from current customers is often much more convincing to potential clients than simply hearing about feature benefits from the brand itself.

Helps Address Brand Doubts

It’s only natural for individuals to be skeptical about the new products or services they’ve just discovered. While the affordability of certain products will likely increase or decrease this level of skepticism depending on how high or low the costs are, it’s still important to look for ways to help new buyers get past their initial reservations. Having published testimonials is perfect for addressing this.

Humanizes the Brand

Brands will often have products that are very similar to those of other companies in the market. While individuals are likely to compare features, benefits, and price points when measuring their options, knowing that a brand provides a great experience to their customers overall is a great selling point. Testimonials help to humanize your brand, giving potential buyers peace of mind that it’s worth giving your brand a shot.

Strategies for Gathering Useful Customer Testimonials

  • Ask Customers Directly – There are plenty of opportunities to gain more useable feedback from your customers – you just need to ask. Whether sending an email request for feedback or attaching surveys at the end of customer service tickets, the more customers you ask for feedback, the more usable social proof you’ll have to leverage.
  • Make the Feedback Process Easy – Even though customers may have a great brand experience, this doesn’t necessarily mean they have a lot of time on their hands to write a glowing review. You can increase the likelihood of receiving more feedback by simplifying the submission process and asking fewer questions.
  • Provide Incentives – One way to encourage your customers to leave their feedback is to provide various incentives for their additional support. This could include small tokens of appreciation like gift cards or discounts on future purchases.
  • Obtain Consent – An important element of collecting customer testimonials is obtaining consent from customers if you ever want to publish their statements on public-facing mediums. You should clearly explain where and how the feedback will be used and provide them the right to either allow or decline public posting.

Creating Compelling Case Studies

Case studies are another powerful way to add more substance to your feature and benefits claims. These in-depth reviews of how your brand’s products and services impact others can be incredibly convincing by providing real, tangible proof of how and why your brand offers something different than others.

Below is a common framework used for creating these studies:

1. Present a Clear Problem or Challenge

To begin a case study, you’ll want to choose an ideal customer where your product or service specifically benefited their situation. Start the process by creating a compelling narrative about a specific problem a customer was faced with and why they needed a certain type of solution. This helps add important context to the reader.

2. Introduce Your Solution

You’ll then want to describe exactly how your solution was introduced and used to help address specific pain points the customer experienced. This is the chance to highlight many of the feature benefits of a product or service by using real-world examples.

3. Showcase Quantifiable Results and Data

The most important part of a case study is providing tangible evidence that your solution was the right choice for the customer. To do this, it’s important to present quantifiable data and metrics (often provided directly by the customer) that help to tell the “before and after” effects of implementation. Many times, it’s helpful to provide visual aids such as charts or graphs that can help increase the impact of the messaging.

4. Highlight Any Key Findings

Finish off the case study by summarizing the key takeaways from the customer’s experience. Emphasize the value proposition of your product or service and its potential to address similar challenges for other customers.

Start Providing More Social Proof In Your Marketing Initiatives

Both testimonials and case studies are great ways to add highly valuable social proof to your marketing initiatives. By strategically incorporating these powerful tools into your website content distribution, you can create compelling narratives that resonate with potential customers and drive more conversions.

Author Bio:

Jacob Sussman is the CEO and Co-Founder of BX Studio, a Webflow Enterprise agency widely recognized as one of the top agencies building on the platform. Jacob has launched sites for clients including Headspace, NBC, and Pentagram, and been recognized by Webflow itself with awards and speaking opportunities. Linkedin: https://www.linkedin.com/in/sussmanjacob/

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