To succeed with content marketing, you must earn your audience’s trust and respect. But you must also respect your own brand. That’s why the customer is (actually) not always right.
Every business has a ‘sweet spot’. It’s a unique meeting place where the brand’s knowledge and passion coincide with the recipient’s wishes, questions, and concerns. In your sweet spot you can create content that is relevant and engaging for real. Content that creates loyalty, respect and trust.
To find your sweet spot you must understand both what your brand stands for and what the recipient cares about. Where your company’s passion and expertise coincides with the recipient’s questions and wishes is your sweet spot.
Figure 1. Content sweet spot
The content you create must always be found within your sweet spot.
If you move too far towards your brand and your own self-interests, you lose focus on the recipient. And they lose their interest in you.
If you instead move too close to your recipients, you lose the connection to your brand. That’s when companies start to publish click baits and video clips of cute kittens. Just because the audience likes it.
House of Cards and the importance of knowing your Sweet Spot
In the third season of House of Cards, the president’s wife, Claire Underwood, decides to give up on her natural hair colour and dye her hair blonde. The reason? The voters wanted it. The decision was founded on what a number of focus groups had said, and Mrs. Underwood gives in – reluctantly – to their will.
In the same way, companies and marketing departments are tempted to give up on their identity all the time. To please the audience and their customers. They abandon what the brand stands for, so they can instead focus on what the target group wants to have. Not what the brand and the target group has in common.
It could be about which topics you choose to communicate about, which content formats you use, which channels you prioritise and which tonality you use. Being honest towards yourself, and towards your audience, is a necessary element to succeed with content marketing.
Doug Kessler has a point when he says that insane honesty ‘alienates less likely buyers’, and that takes courage.
Working with content marketing requires guts and insights. Insights about your brand and the recipient’s needs, but also courage to look after the brand’s uniqueness and value.
Simply put, you keep the hair colour you’re most comfortable with, despite what your recipients might think.
Need help to identify your company’s most important sweet spots?
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