In content marketing it’s a good idea to consider your customer’s stated needs when creating a campaign. You may decide things like color, size and shape, and how your product works. However, by just looking at their stated needs, you may find yourself in an ocean of competition, and missing out on important needs that the customer may not express or even know that they had.
I would suggest that you ask the question; What is the pain that my customer experiencing that would lead them to buy my product or service? Once you answer this you’ll probably come up with the stated responses that your customers share all the time. They will likely list the benefits, as well as some data about the product. They might like the color, or the size and shape. Once you write these down and set up a marketing plan for them, you’ll find yourself dead in the middle of your competitor’s marketing programs. Lots of competition here.
However, if you dig a little deeper and look at some of the pain that your customers are really experiencing, but not sharing, you have the start of a fantastic marketing campaign. Like the iceberg diagram above, once you look underwater at some of the hidden items, you can target those unconscious buying decisions that your customers use all the time to [Read more…]