As a business or non-profit organization, you NEED to market so that people know about your offerings. Otherwise you won’t have any customers, and you won’t be able to survive.
However, customers have become increasingly resistant to (and resentful of) the number of marketing messages they are bombarded with throughout their day.
Branding master Marty Neumeier says that EACH DAY we receive 30x as many marketing messages as we can actually take in (that’s only 3%), and as a result we’ve become better and better at blocking out uninvited advertising.
So how on earth do you spread the word about your business without turning away the very people you’re trying to attract?
The answer is CONTENT CREATION and CONTENT MARKETING. These methods are focused on producing content that your audience WANTS to tune into.
The golden rule in content marketing is to PROVIDE VALUE TO YOUR AUDIENCE. This means putting out content that is either;
useful
enjoyable, or
emotionally compelling.
No one is resistant to information that is VALUABLE to them. When you focus on creating content that people will WANT to see, you won’t need to chase an audience. They’ll come to you, seeking out your content and genuinely engaging with your brand.
With valuable content, people will interact with your messaging because it INTERESTS them, rather than shutting it out because it’s an intrusion.
This becomes an open door to engage with your audience on a deeper level, gaining their trust, proving your expertise, and earning their goodwill. This audience will not only be your most loyal customer-base, but also your strongest advocates, sharing your content with like-minded people with similar interests.
Want this kind of content produced for your organization? Send us a message, we’d love to help!