Module 1: Boosting Brand Visibility Through Content-Driven Relationship Marketing Unit 3: Marketing to Persona Pain Points
content structure addresses the following five questions: 1. Is there an opening “yes” question? 2. Does it specifically address a fear or frustration? 3. Does it express empathy? 4. Does it lay out precisely what you will discover from the content? 5. Does it look digestible? Why open with a “yes” question. So many bloggers and videos creators assume that targeted audiences unfamiliar with them will wade through sentences of advice or introductions. Without a question that leads to a quick evaluation of the content’s relevance and usefulness, the opportunities for audiences to continue reviewing are about as low as hoping audiences will view the second page of Google’s search engine results (i.e., <1%). Moreover, this question must be specific enough for audiences to say yes or no. For example, ask yourself how readily you believe a Church leader would answer yes or no to each of these opening sentences: 1. Are you concerned about the lasting effects the pandemic may have on your Church? 2. Are the prospects of having lasting pandemic effects on congregation attrition alarming your Church leadership? The first question likely takes some thought. Many are over the hurdle of backfilling attrition. But the second question is specific about the state of Church leaders. i.e., Will they depart, retire, or burn out? A quick response to this second question buys you a few more seconds to show empathy (e.g., feel, felt, found example shown below) and a clear expectation of
what is to follow. Consider how this was done in an opening for “10 Ways Humor Can Lift Your Social Content (Barry, 2015).” Do you ever feel [empathy] nervous [fear] about using humor in your content? [yes question]. Like many, I felt [empathy – you’re not alone] it may offend some, fall flat, hurt our brand image, distract in the wrong way, or be totally misunderstood. Or maybe I am just not funny. But research shows it still represents a vast majority of YouTube brand videos garnering over 50,000 views. From university research summarized below, we found [empathy] the following ten ways humor can be used effectively and without harming your brand [tell them what you will tell them]. The last sentence should provide the conclusion. What? Then why read the rest of the blog? Readers may only skim the list to validate what they know or do not know about the subject. Others may be seeking evidence for the claims made in the opening paragraph. The point is not to hold them in abeyance as you gracefully set up your points of interest. Finally, ask yourself if the content appears digestible (easy to grasp and compartmentalize). Some long standing writing techniques include the following: • Use bullets and listicles to edit out unnecessary words • Visuals, visuals, visuals • Make sentences and paragraphs short (< 6 lines paragraph) • Break up text with headings and subheadings • Highlight key points in quotes or bolded phrases • Use easy to read fonts
SUMMARY
To build awareness at the top of the funnel, focus on addressing your audience's pain points. Your target audience might recognize they have a problem but aren’t sure how to solve it. At this stage,
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