The Universal Appeal of Knowledgable Content (Part 2)
Last week in part one of The Content Guide: The Comforting Realities of Universally Appealing Content we discussed the importance of exploring your content (your expertise & your benefit to clients) and delivering helpful knowledge to your niche.
Determining exactly what you’re good at and who can benefit from it is a crucial step toward your business (small or large) making more money. Once you understand your niche and your core target market it becomes lucrative to expand your circle of influence.
Ask yourself:
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Who else, other than your core niche, might benefit from your services?
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How can I market my content so that new people know about these benefits?
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How will my products and services deliver on the benefits my content promises?
Ruth Zive is an expert content marketing strategist and has enjoyed a very successful first year of entrepreneurial bliss. She makes copywriting and content marketing sense like she’s been at it for a decade. Check out Ruth’s blog right now to learn more about cultivating your content strategy. (Do this before the new Function post is published next week!)
Make Room For The Content Bandwagon
Just because you’ve focused primarily on those who are most likely to appreciate your content doesn’t mean you need to alienate the people still sitting on the edge of the water unsure about jumping in (a junior highschool dance analogy would have worked here as well).
Once you allow for the possibility of those outside your niche jumping on board (desired!) then you’ll really start experiencing the scope of your influence. Universally accessible content may not truly exist, but by making your services accessible to as many clients as possible you’re maximizing your earning potential.
Last week I talked about G-Zero Championships and how their eco-friendly go-kart racing circuit was the inspiration for the bandwagon analogy, so let’s use them again; here’s an example of the appeal of copywriting and content marketing: not everyone on Earth is really passionate about competitive go-kart racing. Yet. Their lack of passion may imply that they just lack knowledge at this point.
So what’s the answer? Teach them. With CONTENT!
It applies to anything you’re trying to gain attention for – teach your niche and help your hopefuls.
Whoa, say that five times fast.
When effective copywriting shows the truth of a client’s products – the excitement, the allure, the benefits – boy, the reach for universally appealing content seems a lot less daunting.
Build it, and they will come.
Wayne Campbell. He said that first, right?
Appealing Content
Doesn’t Appealing Content sound more enticing than Universally Appealing Content anyway? It’s inherently honest and doesn’t rely on uneccesary hyperbole.
Look at it this way: no one actually believes that cruising around in the Starship Enterprise is a possible reality (right now), but that shouldn’t stop anyone from adhering to the moral values that Star Trek promotes markets to nerds viewers.
Subscribe to the blog now to read more, in three weeks, about how Star Trek is changing the face of content management.
Everyone wants content that appeals to them, so deliver that which you know best. Forget about the universe – what are the cosmos going to give you anyway? Spaceships filled with money? Doubtful. Your core niche might pay for your services though.
Pleasing the entire universe is a tall task, and not worth the time (and spaceships) necessary to do a good job. Focus on your niche, help your target market and leave room for the bandwagon jumpers.
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Scroll up and subscribe with the green button on the right side of the page that says ‘subscribe’, share this post and I’ll see you next week for part three of The Content Guide: Why Timeless Content Makes the World Go ‘Round.
Part 3: Why Timeless Content Makes the World Go Round
Back to The Content Guide.
Photo Cred, inset: Flickr User purpleslog; featured image by Flickr user pk210.
Heather Stone -
Kelvin,
So true. It’s important to find your niche and then broaden that niche by making what you do appealing to more and more customers. This is the way highly successful companies have been built for as long as anyone can remember. It’s deceptive to look at the end result, a big company that seems to be all things to all people, and believe that this is where it began.
Heather Stone recently posted..Watch out boys, women are social media mavens
Kelvin -
Thanks so much for commenting Heather.
It’s true, people get caught up in the big lights of big companies, but they don’t realize that those companies have enormous budgets to advertise with.
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