Did you hear Joe Pulizzi's speech at the Content Marketing World 2018 conference? He unveiled the secrets of life and marketing (sorry if you missed it).
I will not reveal everything here, but I will reveal to you one of the secrets (which are no longer secret): Cut everything that prevents you from reaching your goal.
"To be successful, we must remove what is in our way of doing great things," says Joe. "We must eliminate all distractions ."
That's good advice. And, as Joe notes, he serves people like Bill Gates and Warren Buffett.
Of course, mere mortals can not necessarily suppress everything in order not to bring them to reach their great goals. Many of us need to do less than great but necessary things, like bending a mountain of laundry or rearranging an overstuffed garbage drawer. And sometimes distractions actually help us in these earthly tasks.
If you are lucky, the distraction you choose can refresh your perspective on the great things you are working towards to achieve your goals.
This happened to me recently when I hired Netflix looking for an inspiration source to help me with his household chores. I've found a set of amazingly good marketing reminders integrated with Stay Here, a show dedicated to rental renovation and rental.
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Marketing tips during a broadcast on Netflix?
The stuttering of Stay Here is not overtly relative to content marketing, though it does offer some basic tricks (think: blogging helps, headlines matter). But there are things to learn. The two hosts, designer Genevieve Gorder and real estate expert Peter Lorimer, demonstrate and encourage something that content marketers appreciate – empathy .
Geneviève and Peter teach owners of temporary rental housing (think: Airbnb hosts) how to improve their results by creating an incredible experience for their visitors in:
Anticipating and answering their questions
Make personal experience
Standing out from other offers of the same segment
The short-term hiring advice on @Netflix Stay Here is also the #contentmarketing tip: focus on empathy, says @KMoutsos. Click to Tweet
That's what we all try to do with our content, do not we?
That's what watching hosts create experiences for their guests reminded me of the strategy behind creating content experiences for our guests (think: Audiences).
1. Important goals matter
Each episode includes a discussion of the commercial plan and marketing plan of the property.
The first step? Review of the owner's purpose and goals.
Who else should start by reviewing the goals? Content marketers are looking for better results .
It is no coincidence that the best episodes I watched featured an owner whose purpose and goals were the most significant.
Gordy operates the Yellow Block Bed and Breakfast in Brooklyn, NY, and wishes to earn more money with his property. Although I have not watched all the episodes, I am confident that every owner of the series shares this quite remarkable business goal.
But it is for Gordy's purpose that the meaning of the word comes into play. First, he exploits the rent to save money for the education of his three sons. On the other hand, he is committed to improving the bed and breakfast without paying more. As he explains in the show, "It is a working class community. We want people from the working class around the world to come and enjoy it and live locally. "
And this is what happens when companies (small businesses like his or giants like Nike ) defend something – people gather around them. The emotional relationship with viewers earned Gordy flattering media coverage, including this article, proudly shared on Yellow Block's Facebook page.
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2. There are riches in the niches
Real estate expert Peter uses this nursery rhyme (wealth in niches) to target homeowners on their audiences and their competitors. (This is also the title of Susan Friedmann's business advisory book .)
For example, in one episode, Seattle barge owners decide to aim for couples looking for a romantic getaway. By focusing on this group, they are less worried about designing features that might not work for families with young children. Instead, the houseboat is designed and sold (think: photos, titles) to couples who would like features such as a small space, a steep ladder and proximity to the water.
Determining who you want to reach (and determining what they need, like and what they want ) is an essential part of the content marketing strategy.
This should sound familiar to you. Why did this stand out for me? This may have echoed another sentence in Joe's discussion of Content Marketing World: Strategy is a matter of choice.
It's easy to forget that if you choose to focus on one person (or even a few), you also choose not to focus on people who do not belong to this set. And it's an opportunity in itself.
The Dollar Shave Club is a good example. Even though men and women buy razor blades, the content marketing of the company is aimed squarely at men. In fact, the idea behind the company, according to this article of the entrepreneur was to create "a full-fledged men's club – a grooming brand based on a subscription with a personality to which men really identify themselves ".
And, of course, this decision opened the unsolicited advice marketing team and created an opening for a subscription service aimed at women .
But this concentration allowed the company to create enough value for Unilever to buy it for a billion dollars barely five years after its creation.
It is not necessary (and usually not necessary) to create content and experiences to please everyone. You simply have to please the public that you have chosen.
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3. Be the best in your category
Once the owners listed on Stay Here understand who they are looking for (and who they are not), they compare their properties only to short-term rentals that pursue a similar segment. And then, they discover what they can offer different from what everyone is offering to this segment.
In other words, they work to differentiate their property. As this is a renovation show, the answer is often an excellent design. Even in this case, the show includes many marketing considerations, especially visual ones.
In an episode featuring a dilapidated Malibu property, the redesign focused on the huge beachfront deck of the property. Other properties might have a view of the ocean, but few, if any, have a terrace of this size.
The design and management teams decided together to create a pergola with a set of chairs hanging in a corner. They wanted to seduce tenants with a gorgeous photo offering a great place to enjoy the ocean view – and a place where renters can take (and share) photos of themselves enjoying themselves. from the ocean.
The emphasis on the game is very much like inclination of the content is not it? An inclination of content is not only what sets you apart, it's so different that you stand out. This audience rewards you for their attention. "
Or by sharing images of your property on the social networks.
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A good host can make a good experience. And the big hosts share one thing in common: they think about what their customers need. It may be colored and clear signs that tell people that they have found the right place when they arrive late at night. Or it could be a well-designed content hub that helps people find what they are looking for (and maybe more).
Whatever the case may be, the principle is the same. Delight your guests and inspire them to come back even longer.
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Have you missed Joe Pulizzi's speech or any of the other presentations of more than 100 people? You can watch them with Content Marketing World's video on demand. Get it today .
Cover image of Joseph Kalinowski / Content Marketing Institute