"The New Rules of Marketing and PR tell us to stop advertising and instead get our ideas out there by understanding buyers and telling them the stories that connect with their problems" (Scott p.141).Why go through the effort of writing information on a webpage about your company and your products? That is boring and above all ineffective. People already know about your products and your company, which is why they are visiting your website in the first place! The important thing to remember when trying to capture a buyer is to help them solve their problems. Give your customers something they can value- give them solutions to their problems, answer questions that they might have, and most of all show them that you are trustworthy and worth doing business with. Remember, you are not writing for yourself so think of the customer when trying to write thoughtful content. Make it interesting and provide stories of how your products will help the customer.
In chapter 11 of The New Rules of Marketing and PR, Scott gives a perfect example of developing content for the buyer. It would be wise for a marketer at a tire manufacturer to write about or make a video of how to drive safe in the winter. Just saying that you should buy model FTL 3000 Extra Grip tries will be ineffective. Promoting this ad on your website would be useful for the customers. By providing content that helps the buyer solve their problems (driving safe in the snow) you captured their attention and they can find a product that is useful for them.
The thought leadership concept is one of the most important concepts in the book. While easy to state, it is also probably the most difficult to implement. Clearly, you need to be tapped into the conversations to determine what information will give you the thought leadership position.
ReplyDelete