Marketing has multiple uses in our lives and even more in businesses. We have seen a great evolution of marketing, from traditional to digital, even though the ways marketing is done has changed, the main focus still remains the same: to create, communicate, deliver and exchange value to customers, clients, partners and society in general. What really has changed in the environment of marketing is what the public eye values now, more than a beautifully created artwork or an eye catching video, now the audience seeks information they can relate to and if we fail to deliver information that the user needs, we fail to retain their attention.
This is where content marketing takes place, besides attracting visuals, besides delivering information, we must answer these two questions to do it right. What are we experienced in that society seeks to get information? How can we give an even more specialized information to the audience?
Let’s set a coffee shop as an example. What are they experienced in? Creating awesome coffee for sure and what’s society seeking for? Is it information about coffee beans or how coffee is made? That would target baristas but how about the consumers? Surely they don’t go to the coffee shop because of their knowledge on coffee, right? So why do clients go to the place? Maybe it’s the environment of the coffee shop, a cozy, relaxing and familiar touch that attracts the public. So far we have answered that a Coffee Shop that knows how to create awesome coffee and an audience that seeks a familiar space out of home, but the thing is these two concepts don’t relate, what has to do with coffee shots
and a familiar space? Nothing. So we could rewrite this to a Coffee Shop that knows how to create awesome experiences and a society that looks for a great space that makes them feel part of. That’s one question.
For the second question, what could be the different ways a person can experience a coffee shop and how caffeine can improve their experiences. BOOM! There we go, we are giving the audience information on how they can coffee make their experiences better and what type of experiences they can enjoy at a coffee shop, and where else would we benefit of a shot of caffeine? A coffee shop, that’s right.
“Our brain is triggered whenever we see emotions in a photo or in a video.”
Now that we’ve got the starting point of our content marketing, the creative part takes place now, how do we deliver the message of spending amazing experiences in a coffee shop. Through the use of emotions! Our brain is triggered whenever we see emotions in a photo or in a video. A person smiling or laughing shakes our brain in a positive way, this is how we could deliver the message. People are sociable by nature, we could use that to our advantage, show the audience what’s like to be part of the coffee shop. That’s another key idea, involve the audience in the day-to-day operations so they can feel they really are part of something greater.
