Over the years, I’ve noticed the biggest mistake businesses make with their content marketing efforts is not knowing their target market.
At one networking event, which had a large amount of start-ups, I struck up a conversation with a technology business. I watched their demo, which was impressive. I then spoke with the business development manager.
“So,” I casually asked. “What are your verticals? Which industries are you trying to reach?”
He quickly responded, “Oh, really we can work with anyone. Any business could benefit from our solution.”
Red flags started to pop up in my mind.
Your solution may work for a variety of industries but it is extremely difficult to market yourself to “everyone.”
Whenever you start trying to appeal to a mass group of people, it dilutes your messaging. Your marketing message gets lost as you try in vain to please everyone. The result is bland marketing that doesn’t resonate with anyone.
Are You Putting the Content Marketing “Cart Before the Horse?”
Many Fortune 100 companies are focused right now on creating content marketing for their organizations. A few realize they need to be putting some type of content into the marketplace but wonder if blogging is enough.
It’s not.
Before any business starts to create content, they need to first understand who they’re trying to serve, how they propose to do it, and the marketing message that will be used to reach their audience.
The answers to these questions should be listed within your marketing mission statement. I see a mission statement as train tracks. A train won’t go anywhere without the tracks to keep it moving forward. The mission statement helps an organization and its employees to understand what is important and helps shape whatever content they create.
Who, What, Why and How
A mission statement also forces you to identify your target market. It helps you define exactly what you stand for so you can better serve a very specific need.
When you are identifying your market, think about these questions:
- Who is my core target audience?
- What will I be giving them?
- Why would they want it?
- How will it affect their life?
Let’s take P&G as an example. In 2000, they built a website called HomeMadeSimple.com. It began as a sponsored micro-site within Women.com. When that site was bought out, P&G decided to take their published content in-house. Over the years, they’ve honed their message and produced a TV show and a book.
Here’s how P&G’s mission statement looks:
- The core audience: On-the-go moms (P& G doesn’t exactly say this on its site but it’s inferred.)
- What will be given to them: Recipes, inspiring ideas, and new approaches for organizing the home
- Why and how this affect the audience’s lives: People want quick, easy, and simple improvements to their home life
The website isn’t trying to offer advice about career advancement or financial planning.
They don’t deviate from their mission, which is to help women live a beautiful life and create a joyful home.
They know what they’re product is, who it is designed to help, and direct their marketing efforts toward that target market.
You Can Lead A Teenager To A Video Store…
My husband used to manage a video game store. It was a nationwide chain, and someone in charge thought it would be a great idea to sell used video games alongside the new games.
The problem was the teenagers didn’t want used games.
No matter how well the used games were positioned or displayed, the teenagers ignored them. They just were flat-out not interested.
Someone in the marketing department either didn’t do a good job convincing the CEO that this wasn’t a good decision or they weren’t paying attention.
You can’t force-feed your target market something you think they should want just because you have a full inventory of used games.
Discover Your Own Sweet Spot
It takes deliberate, strategic thinking to figure out who you can best serve in the marketplace with your solution.
But whoever it is, take the time to learn about their needs.
What are their frustrations? What do they wish someone would provide for them? You may have a grand idea but if not enough people want it, you’re going to have a tough time staying in business.
The more you dig deep for those answers, the more you’ll have the foundation for creating marketing content that will make an impact.
