Creating Desire

by Ferdinand Sinaduma, Head of Brand of GDP Venture

Nowadays, there is a wide range of content available for almost anybody at any age group. Content marketing is surging as we continually seek out more content after reading content about our interest. We are increasingly relying on content for our purchasing decisions. As more companies jump on the content marketing bandwagon, it is increasingly important to make your content stand out from the crowd. You need to devise compelling, clever and insightful ways to craft and distribute your content that benefits your audience and client. How can you as the content creator keep up with the pace?

I would normally start with these 3 simple questions:

Who do you speak to?

Create persona, not demographic. Demographics include things like age, gender, race, and income bracket. Personas, on the other hand, dig into the personality of the buyer, focusing on what makes them who they are, and what drives them to seek out the services or products you offer. Knowing your audience will help you understand their journey. If you can understand their journey, you can map where your content fits better.

What are their pain points?

This might be the most important question you’ll need to answer about your audience. What problems are they experiencing? What challenges are they facing? What issues are causing them pain over and over again? Once you understand the issues your audiences are facing, it’s very easy to craft your content.

Why do they want you?

The heart of any content is your audience’s moment of interest. It’s about finding where your content fits into their lives and creating a conversation around those “moments”. Learn their new moments and take part in those discussions (for new parents, they will be interested to read about 5 simple ways to make baby sleep more soundly). Anchor your message in their life moments.

For illustration, Adel’s immediate problem might be getting an affordable website build, but at her core, she doesn’t really understand about websites. She is pursuing her dream to finally build her own online cosmetic business.

If your message to Adel consists of offering a “Fast, Affordable Website Design,” she’ll evaluate you purely on price and samples.

If, however, you really go deep and address Adel’s WHY, offering “Everything You Need To Launch The Online Cosmetic Business You’ve Always Dreamed About,” she will be totally hooked.

“Make your content part of their need,
not just want.”

Another point to note is that each aspect of your content must be delightful/useful, shareable and marketable. Don’t be a textbook! Talk and write as if you were having a conversation with a friend. Your audience is far more likely to relate to and engage with content that is conversational in nature. Speak on their level and language and never ever be too sales driven. If you have to force your audience to see the value in the content, or hard sell it, it won’t work. Create content that inspires confidence in your audience. Is your content making them smarter? More efficient? More accomplished? How are you actually affecting their lives? Solve your audience’s problem and make your content part of their need, not just want.

Content marketing is no longer marketing your product through content. It’s about making content that speaks for your product. Work on your positioning. Work on your message. Create an emotional connection that no one else can have and make it count.

People read what interests them, sometimes it’s an ad. People buy what interests them, hope it’s you.”

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