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Focusing on the Reader of the Story

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“Here’s how to introduce yourself to a reporter so that you will be a source for a news story on the subject,” consultant Janet Falk writes. The five W’s, she advises (who, what, when, where, why) should serve as the framework for your pitch.

In blog marketing, the “Who”, of course, denotes narrowing down your audience in order to “target” the content to those you most hope will be reading your post. “Be as specific as possible,” Falk cautions.

The “what?” has two components: What idea or concept will you present? Then, what will they do next with that idea? Think of readers’ situation before they learned this information; compared to after they hear about it, Falk writes.

Translated into content marketing, the “what” relates to the “where”. In the Call to Action, what alternatives are you offering for next steps? There should be more than one: those ready to buy should be enabled to do that right away (link or phone number). Those who need more information before making a decision should be able to message you. For those not quite ready for any of those steps, provide a link to a video or white paper. Navigation to that “where” needs to be very easy.

The “Why” is the most important question of all, Falk explains. “How will your idea help someone save time, save money or make more money?”

When it comes to blog marketing, there’s a lot of talk about “traffic”. Yes, blogging is part of business owners’ and professional practitioners’ “pull marketing” strategy, designed to attract readers’ eyeballs. In practice, however, fewer might actually prove better, I explain to Say It For You clients. The real goal is attracting readers of “the right kind“, customers who have a need for and who will appreciate the services, products, and expertise being showcased in your content.

 

In the scenario Janet Falk describes, you are introducing oneself to a reporter as a source for a news story, In content marketing, the “reporter” is the search engine algorithm, which serves as a “gateway” for you to tell your story to the target reader. “Social media algorithms can be a powerful ally in growing one’s online audience. Think of them as virtual matchmakers designed to match users with content that suits their interests,” sproutsocial,com explains.

Whether you’re introducing yourself to a reporter or to an algorithm, define your five W’s, always focusing on the ultimate reader of the story.

 

 

 

 

 

 

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Don’t Just Make It Work – Make It Happen!

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On a recent episode of Project Runway (one of my very favorite TV shows), designer Isaac Mizrachi offered the following gem of a statement (meant as a take-off on mentor Tim Gunn’s encouraging “Make it work!”).  To be an all-star, Mizrachi insists, it’s not enough to “make things work” – you need to make things happen!

“By developing a unique and recognizable brand identity…you can ensure that your brand stands out from the competition and is remembered by customers,” Brittany Bettini of the Forbes Business Council writes. Just as, on the fashion runway, designers strive to stand out (rather than blending in), business owners and professional practitioners need to establish a “brand” that stands out in the marketplace. Your brand identity:

  1. differentiates you from competitors
  2. creates a lasting impression on potential customers

It’s going to take more than offering exceptional customer service, JP Van Steertgeghem cautions in a LinkedIn piece. There are no shortcuts to greatness, but it’s important to create and share engaging, interesting, and valuable content.

Just as Mizrachi was stressing to the fashion design contestants, Kasey Murphy tells entrepreneurs in the the wesayhowhigh.com blog to “be bold” in their marketing campaigns. In a crowded marketplace, Murphy stresses, it’s essential to make your brand stand out through bold marketing campaigns that “shine brighter”.

“The one that stands out is in essence the one that is not like the rest,” onsightapp.com agrees. “When people cannot distinguish brands from each other, they cannot form reliable relationships with those brands.” Not only does an effective brand have a well-outlined target audience, it may even offer a service or product exclusively to that target audience.

As a frequent viewer of the show, I couldn’t help noticing a recurring theme in the conversations among the designers and the judges of project runway challenges about designers “staying true to their own aesthetic in developing runway-worthy garments. In marketing content, we understand at Say It For You, it’s crucial to let the personality of the owners and providers “shine through”. 

In my 2020 post “Don’t keep yourself a secret in your blog,” I was alluding to showcasing  the “aesthetic” of the people behind the brand, revealing not only what they have, what they do, and what they know how to teach others to do, but offering a glimpse into their  personalities..

In content marketing, in short, it’s important to do more than just “make it work”.  We have to make it happen!

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Use Stories to Humanize Your Brand

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“We learn who characters are the same way we get to know people in real life: We are introduced to them, we get a first impression, we see how they act and behave, what they do, how they react and interact, and little by little, we form a composite, ever-deepening picture of who they are.,” Tiffany Yates Martin observes in Writer’s Digest, teaching ways to bring characters to life on the page.

Post COVID, the Made For Knoxville initiative attempted to do that very thing, celebrating and  uplifting Knoxville founders and entrepreneurial leaders by highlighting their individual stories, asking the question “What was your big pivot moment that led to entrepreneurship?”.

To create a brand story that builds authenticity with your target audience, Adobe Express emphasizes, use storytelling for long-lasting impact, conveying the company’s message through compelling narratives rather than relying on “dry facts and features. Through storytelling, the authors assert, you can:

  • connect with customers on an emotional level
  • foster brand loyalty
  • humanize the brand

Our work at Say It For You is based on that precise concept, translating our clients’ corporate message into human, people-to-people terms. In fact, that’s the reason I prefer first and second person writing over third person “reporting”. I think people tend to buy when they see themselves in the picture and when can they relate emotionally to the person bringing them the message. I compare the interaction between content writers and online readers to behavioral job interviews, where the concept is to focus not on facts, but on discovering the “person behind the resume”.

For that very reason, “how-we-did-it” stories make for very effective blog content for both business owners and professional practitioners. True stories about mistakes and struggles are very humanizing, adding to the trust readers place in the people behind the business or practice, not to mention the special expertise and insights the providers gained that can now be applied, much to the benefit of customers.

In today’s technology-driven world, humanizing your marketing content is a way of bringing readers “backstage”, keeping the company or professional practice relatable. AI advances notwithstanding, the old saw still applies: People want to do business with people!

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Connecting With Buyers A’ La Ford

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“Ford Motor Co. set out to put the world on wheels with the Model T.  Here’s how the company attempted to brand itself through advertising and how it pitched its product to early everyday drivers including women,” USA Network writes in the special section of the March 10 issue of my newspaper.

As I analyzed the Model T ad reproduced  in my Indianapolis Star (an ad created fully one hundred years ago!) I noticed a number of smart marketing principles at work, guidelines we content marketers can put to use today…

Market with the end in mind

“To the woman at the wheel of a Ford car, every road seems straight and smooth; hills melt away and rough places are easy.”  The goal of content marketing should be to leave readers absolutely knowing why they need to care, not about your product or service, but about the way they are going to feel after using it! 

Your Unique Selling Proposition

“Don’t tell them what you do.  Tell them what you do for them,” Certified Business Coach Andrew Valley advised in a guest post years ago in this Say It For You blog. “You must tell the listener how your product or service can benefit that person, and how you can do it better or differently than others who do what you do.”

 

Understand buyers’ concerns

“When a woman hesitates to manage a heavy car, when she needs an extra one for personal of family use, or when her means forbid the drain of high upkeep cost…” In content marketing, making claims such as “least expensive, or “most affordable” are totally ineffective compared to communicating that you understand and are ready to address buyers’ deepest concerns.

In his business skills and development book The Presentation Secrets of Steve Jobs, Carmine Gallo reminds marketers to focus on results. “Remember, your widget doesn’t inspire,” he reminds us. Ford marketers obviously knew how to address potential buyers’ deepest concerns. – “She should have the easily handled, easily parked, reliable service of a Ford,”

Aim to inspire

While a company’s website, brochure and blog typically explain what products and services are offered, who the “players” are and in what geographical area they operate, the better content pieces give at least a taste of the corporate culture and some of the owners’ core beliefs.

As the author of the piece on the Model-T observes, “This ad uses the automobile as a symbol of freedom”.

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More Content Sips and Tips

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This week’s Say It For You blog posts are inspired by items in issues of Wine Spectator which I think offer clues to the most attention-grabbing and impactful ways of marketing a product or service through content……(Today’s quotes come from the Jan.-Feb. 2024 issue of the magazine).

Offering everyday advice
“Everyday Moments” recommends “smart buys” for weeknight dinners, movies at home, Sunday brunches, “and all the daily occasions in between”.
There’s a reason “how-to” and “advice column” content works – readers have a sense of immediate benefit. Create content readers can put to use right now, using statistics to document both the problem and the proposed solution.

Using a celebrity connection
Celebrity chefs Jose Andres, Eric Ripert, and Emeril Lagasse are shown taking part in the Chefs’ Challenge, an annual pairing showdown covered by a Wine Spectator editor.

“Tweak” material so that the content is tied to the doings of popular figures that audiences love to hear about.

Putting questions in readers’ mouths and minds
“Why do red wines give some people headaches?” Mitch Frank answers his own question by citing a University of California study showing that the polyphenols in red wine may keep some people from quickly metabolizing alcohol.

In content marketing, you’re often providing answers to questions that your potential customer might ask. The specific genius lies in forcing readers to recognize their own uncertainties and need for answers.

Keeping readers up to date on industry news
In “Duckhorn to buy Sonoma-Cutree for $400 Million”, Daniel Marsteller keeps Wine Spectator readers in the know about an important corporate takeover.

Showing that you are keeping abreast of the latest thinking and developments in your field is the key to earning “expert power”, showing readers that you are in a good position to spot both threats and opportunities.

Offering Opinion Pieces
In “the Necessary Luxury”, senior editor Mitch Frank shares his perceptions of the relationship between value and luxury. Good wine, he points out, helps us thrive, enhancing the meal on our plate, easing the shyness of guests, and sparking the sharing of stories and ideas.

We must be influencers, I advise clients and content writers alike. Whether it’s business-to-business or business to consumer writing, the content itself needs to use opinion to clarify what differentiates that business, that professional practice, or that organization from its peers.

No, becoming a wine connoisseur may not be the future you have in mind, but these “sips” from Wine Spectator can offer valuable insights for creators of marketing content.

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