Written by Katie Daggett
Suppose you decide to become a fisherman, knowing that the people of your village prefer a specific type of fish called the “blue-finned flyer”. The blue finned flyer is smaller in number and hard to catch, so the people of your village are willing to pay a premium price to get it.
Considering yourself somewhat of a smart businessperson, you decide to specialize in catching and selling blue-finned fliers.
The traditional way to catch fish in your community is to cast out your net, haul it in and sort the fish at the end of the day – selling whatever you bring in. Now, this approach does bring in a great number of fish with minimal effort, which is why most of your fellow fishermen use this method. The downside is, out of the daily catch, only a very small number will turn out to be the blue-finned fliers you are looking for.
So, you decide to try a different approach.
You decide to study the blue-finned flyer and get to know them as well as you can. What do they prefer to eat? Where in the river do they prefer to congregate? What time of day are they most active? What attracts them? Repels them? And so on.
After much research, you determine that the best way to catch a blue-finned flier is to bait your hook with a very specific type of insect, go out in the very early morning, and cast your line into the reeds along the shore.
Do your efforts reward you with a massive number of fish each day? No. But you are successful at reeling in exactly the type of fish you are interested in catching – and you bring in more of this fish than any of your competitors. You don’t sell a great number of fish each day, but those fish you do sell fetch a premium, so you end up earning more per fish for your time and effort.
So, how does “narrowcasting” apply to content marketing?
The first time I heard the term was in an interview with Avaya’s CMO, Mark Wilson. He used this method, when launching a software product, to target prospects in the financial industry. By focusing narrowly on the habits of decision makers in this industry, his marketing team was able to devise a plan to target their prospects heavily throughout their day – from the newspaper’s they read at breakfast, to the elevators they rode up to their offices. Wilson’s team carried out their highly targeted efforts for three years. And, according to him, the product launch was the most successful in the company’s history.
In my opinion, too many companies take the easy way out with “spray and pray” marketing methods. They devise one message and broadcast it to the masses.
Will they attract any leads that way? Sure. But they will turn many prospects off as well. Many of whom could have been converted into sales had they been approached with the right message at the right time.
The moral of this story?
Take the time to get to know your customers and prospects. Really study them. What are their needs? What do they read? Where do they congregate? What motivates them to take action?
You can find this information out by scanning your customer databanks, talking to your sales people, studying your analytics to see when your prospects first contacted you (after a webinar, an email, or a live event); what types of content do they most respond to, what are they talking about on social media, read the magazines they read, hang out where they hang out.
Then, take this information to create personas (or bios) for each of your various audiences. Make them as detailed as possible, until you can see them as a real live person sitting in front of you. Then write your marketing content as if you are speaking one on one with that person.
Finally, deliver your content through the channels you know your customer prefers – webinar, a written report, via Twitter or LinkedIn or email. And, provide the information your prospects want, when they want it (this comes from knowing the stage of the buying cycle they are in-for more on that, you may want to download my white paper).
Bait your hook with the stuff your customers want.
Cast your line along the shoreline in the early morning, when your prospects are primed and eager for the information you have to offer.
Become a trusted adviser, rather than a talking head with a megaphone.
You will be rewarded, not with massive, untargeted traffic to your website, but with a select group of highly qualified leads that are ready and willing to buy from you.
What approach do you prefer when creating your content – one with broad appeal or do you target a narrowly focused audience? Leave a comment and share it with us.
And if you’re interested in an easy-to-follow guide to improving your content marketing efforts, click here to download my white paper “The Marketing Pro’s Guide to Creating Great Content”.