The word ‘content’ obviously covers a number of ways that you can present a message to your audience – and may I quickly add, that does includes verbal communication too!
But, ‘presenting’ your message is one thing. actually engaging with your audience is the key to success.
I recently looked at the twitter profiles of a couple of local businesses, as I wanted to get a feel for how they were communicating, or engaging with their target audience.
They were certainly communicating – but were not very engaging, to say the least.
One of them was repeatedly telling us about one event they were hosting – Unfortunately, about 7 times within the last week; and they had tweeted absolutely nothing else!
It was the equivalent of someone walking into a networking event (which is really the way we should all treat twitter, incidentally – as a social event) and then just starting to hand out leaflets to everyone they see.
No polite introduction or the effort to make small talk – to maybe ask who we were, or to at least enquire whether the content of the leaflet was in any way relevant to any of us!!
It was downright bad manners!
This sort of action or behaviour is never going to attract people to you, to learn about you and then get to hear your message.
I have seen this happen more than once, and at one particular event, most of the people that I was standing with, just looked at each other and then collectively, we put the leaflets that were thrust upon us, into the nearest waste paper basket.
The problem for the company that I mentioned were tweeting on twitter was just not making any effort to engage with anyone and were unlikely to attract a response.
They were just thinking of themselves, their message and what they needed to say.
They really needed to lead the customer to their message, with maybe a short headline, leading to an article, that would make the customer think about the value and relevance of the event they were hosting.
It would have made a difference and hopefully, gained a response.
So the 1st rule of Content Marketing – Understand what your customer wants.