Module 1: Boosting Brand Visibility Through Content-Driven Relationship Marketing Unit 3: Marketing to Persona Pain Points
starting with “ what, why , and who .” Instructional content, on the other hand, normally starts with “ how .” NUANCED FOR FEARS OR FRUSTRATIONS Up to this point, we have aligned our content topics to persona characteristics rooted in motivational drivers. An assumption here is that the audience would logically connect the dots between their motivational drivers and our proposed topics of interest. But as we learned from an earlier session on heartfelt emotions (e.g., brand entertainment), the opportunity to reach audiences in this age of infobesity invariably requires an emotional connection. In this case of outdoor cooking (shown to the right), audiences respond emotionally to content when it is perceived as helping them (1) move away from fears (imaginary) or frustrations (immediate) or (2) move
toward aspirations (imaginary) or wants (immediate). This same reasoning applies when attempting to connect with an audience’s motivational drivers as exemplified in Taki Moore’s Four Forces (2016). A blog or video on grilling may address the frustrations of clean-up. Alternatively, it may tap into the motivation to move away from fears of getting burned or ruining a meal.
Immediate
Frustrations
Wants
Moving Away From
Moving Toward
Aspirations
Fears
Imaginary
To a lesser extent (based on a sizeable body of research), the content appeal may be based on its perceived contribution to “moving towards” a desire for new cooking
| 34
Made with FlippingBook interactive PDF creator