Conversation Marketing by Kevin Lund

Author:Kevin Lund [Kevin Lund]
Language: eng
Format: epub
Publisher: Career Press
Published: 2018-09-30T16:00:00+00:00

Remember What You've Learned So Far

Your target audience, the ones you are attempting to start the conversation with, only care about themselves when they read your content. They are looking to solve a problem immediately or looking for incremental knowledge they didn't already have about your area of expertise. Designing a story that helps someone is not peddling; it's your content marketing obligation. You're taking action to help someone.

If you had the time, you'd ask every audience member individually about themselves. But because that's not the role of content, you need to frame an answer to a question you know your audience has that is relevant to your industry and the audience but that isn't about you or your product.

For example, if you're in the travel business, instead of a blog post titled “How to Get Your Next Vacation at Half the Price” (you-focused), you might opt for something like “Discount Travel: Smart Vacation Hacks to Live Like a King at a Pauper's Price” (uses a smart keyword phrase with a clever, problem-solving angle). If you're a wine distributor, don't be tempted to write and distribute a blog titled “Five Ways to Save on Wine.” Try writing instead “Sour Grapes? Five Tips for Spotting a Bad Wine Before Uncorking It.”

Remember that storytelling is about a narrative. So it's critical to remember that when you tell your story, the reader is the hero. And the hero is living in an unfolding story that you want to join and be an integral part. Every experience has a story, and when you start a conversation, you need to tap into the hero's story to drive him or her ultimately to action.

As you begin any conversation, you must speak the language of the channel. Social media has colloquialisms appropriate for each channel and often only that channel. LinkedIn sounds different than Twitter; Snapchat sounds different than Facebook; and so on.

Always in the back of your mind should be the question “What's the big idea?” Before you embark on any content creation, you must decide what you're going to write about. Then, as you move forward, ask these questions:

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.