content

Doing the medium, market, message map – 2

campaign, content, Marketing, media, medium, messaging, single target market

In the previous post on this topic, I had given my views on why starting with the medium first is not a good idea. As a matter of fact a lot of people may give a lot of focus on the message also. No doubt creating the message (all kind of content) is a creative capability and requires skill but sending an amazing message to the wrong audience will be ineffective.

Let’s take a few examples, to showcase my logic.

Suppose you were selling lingerie but your database or list of people to whom you were sending the message was primarily men, there’s quite a big chance that the campaign would not be successful.

Suppose you were selling diet pills for men and your database primarily had women and lean men, would you be able to sell a lot of packages of your diet pills.

In both the the above examples you may have some success either because the amazing message you wrote got the spouses buying somethings or relatives buying something but it would not be what you are actually looking for.

On the other hand even a mediocre message to the right list will get a large response. This is not to underscore the importance of copy. It is however important to emphasize the importance of identifying clearly the single target market that you’re focusing on.

Hope I have been able to place my viewpoint clearly over the last 2 posts. I would to hear if there are any counter arguments that any of you have to the logic I have placed. Please list your comments below.

Till next time then.

Carpe Diem!!!

Simple steps to Creating continuous content for the B2B market

content, education, Marketing, messaging

One big question that I hear a lot of times, how do I create a regular messaging / content calendar; I don’t have enough content.

So this will be a very short post with a simple set of tactics to cover roughly half the year. If you don’t come across anything else during those 6 months which can be created into content, within the 6 months, then you can recycle this. Or I will give some other ideas also….read on.

I learnt this technique from Dean Jackson while taking one of his courses and listening to his podcast on ilovemarketing.com.

The assumption over here is that you know your market well, since you’re focusing on a Single Target Market at a time.

If you know your market well then you will know the typical questions that go on in the mind of the customer, their apprehensions and their aspirations. List down 20 of these questions. Make a response about what’s the best way to handle those questions as they relate to your offerings. Send out out one of these every week. You would then have a calendar decided for 20 weeks.

Then create 6 posts, where you analyse the 20 questions, customer feedbacks, comments etc. This way you would have created a calendar for the complete 6 months.

If after 6 months you don’t have content, then as I said earlier, you can recycle the same content or you could ask your some of your customers about what are the pet peeves that they have with your industry. If you have 10-12 customers and each of them has at least 2 unique issues with your industry , you have created roughly another 24-26 weeks of content, by taking their point of view and also giving suggestions to improve.

Your customers can give you all pointers to the content you will need , if you ask.

Till next time then.

Carpe Diem!!!