THINKing

I’ll Tell You What You Like

June 28, 2010 on 2:13 pm | In Content Marketing, Copywriting, Marketing | No Comments

A lot of marketers are into empty chest-thumping when it comes to their content. They don’t seem to care what their audience wants. Instead, they force-feed them a diet of self-serving content that only alienates them.

I know companies who want to use Twitter only as a broadcast medium, sending out links to their content about upcoming seminars, their latest news and the like. It’s as if they are saying, “we know what you need, so shut up and read it.”

It’s not that hard to have a marketing program that meets the needs of your audiences.If you already are investing in self-serving content, it doesn’t really cost much more to develop content that is relevant,original and impactful.

Marketers can survey their audiences to determine content preferences. Just be careful how you construct and evaluate your survey, as we have discussed here before.

Or, marketers can take advantage of the free survey information that is available. For instance, just today eMarketer had a story about what Twitter Moms prefer. Although coupons were high on the list, the Twitter moms said they really wanted was links to interesting and relevant content. Says eMarketer,

Their top reason for following businesses on Twitter was that they provide useful information (68.3%), just edging out that they were already customers (67.3%) and the desire to find out about products and services (66.9%). While about two-thirds said they liked to see businesses tweeting links to sales, moms most wanted (emphasis added) companies to share links to interesting articles or news.

Here are some other tools that can assist marketers in developing the right kind of content:

Content Grid

Content Marketing Today

Junta42

CopyBlogger