Jan 22, 2022
In Welcome to the Forum
“Perhaps more than any other art form, comedy cannot exist for its own sake,” according to comedian Andrew Orvedahl in an essay published a few years back. “Comedy requires a bond between performer and audience. And if either ingredient sucks, comedy doesn’t happen.” He’s right, but we could swap in content marketing for comedy and the statement would still hold plenty of weight. If your content isn’t connecting and resonating with your audience, it may as well not exist. This is one of the most critical skills of the discipline, and also one of the most difficult to harness. While a standup comic can read the room, scanning faces in the crowd for signs of reception and gauging the volume of laughter and applause, content marketers face a greater challenge. We can’t typically interpret reactions in such a direct manner, meaning we must lean on our intuition, research, and analytics to assess whether our efforts are hitting home. To help you master this essential capability, we enlisted some of the best in the biz when it comes to understanding and relating to their audiences in an authentic way. Their guidance for show-stopping performances are featured in our new interactive experience, Witness the Greatest Content Marketing Show on Earth, courtesy of TopRank Marketing, Content Marketing Institute (CMI), and a lineup of awesome CMWorld speakers. The Greatest Content Marketing Show on Earth Today we’ll explore their (and our) specific insights around the vital art of audience connections. Three Keys to Creating Powerful Audience Connections #1 – Learn About Your Audience MarketingProfs Chief Content Officer Ann Handley is basically a comedian and content marketer wrapped up into one package (her contribution to the CMWorld preview literally opens with a joke, which is the least surprising thing ever). As such, her advice on this particular topic is especially pertinent. “Delighting your audience includes understanding your customers, and understanding how your prospects or customers interact with your brand,” she says. One of her suggestions for doing so is to “Undercover Boss your own brand,” referring to the television show in which corporate executives step into a low-level roles at their companies — incognito style — to gain a more accurate understanding of what’s really happening in the trenches. Sign up for your own service. Opt-in to your own email list. Place a call to your support center. Interact on your social channels. Ask a customer care rep what patterns they see day in, day out. — @MarketingProfsCLICK TO TWEET At TopRank Marketing, completing due diligence around the people we hope to reach — their aspirations, pains, and needs — is an integral component of launching a new content program. As Ann suggests, it’s important to adopt your customer’s point of view and gain a truly empathetic perspective. Sometimes this means simply asking ourselves questions in a different way. Instead of “How can we raise brand awareness?” ask “Why would people want to be aware of our brand?” Instead of “How do we define success for our marketing efforts?” ask “How do we define success for our audience?” As any comedian knows, just because a joke is funny in our head doesn’t mean it’ll be funny to a room full of strangers. #2 – Confront the Personalization Conundrum One of the most pervasive hurdles in modern content marketing is personalization at scale. It’s written about often, here and elsewhere, because it’s a pivotal objective and also a paradoxical dilemma. As Marketing Insider Group CEO Michael Brenner astutely (and humorously) puts it, the phrase itself seems to be a contradiction: Personalization at scale is kind of an oxymoron like 'jumbo shrimp.' I love shrimp. And content marketing. So if you love shrimp and content marketing, we have a lot in common. See what I did there? — @BrennerMichaelCLICK TO TWEET He goes on to note that the ways to overcome this 工作职能邮件数据库 discrepancy are to “know something about your audience” and “be able to deliver a tailored piece of content to those unique characteristics.” “It doesn’t have to be individualized,” he adds, “just tailored.” Content marketers can accomplish this by creating more defined and descriptive audience segments (or personas). This is fundamental to our approach at TopRank Marketing, and it can take many forms. Sometimes it’s about whittling down your target audience to the most valuable prospective customers and tightly orienting your content to their role and professional context — even if that means turning away readers who don’t fall into the category. Other times, it might mean leveraging an account-based marketing approach, and refining your focus on the companies you’d really like to land.