I saw this article in my inbox and it spoke to me as I think the key for every marketing and branding action you take comes down to informative content. What people now need is to find out  is what value your offering has for them—can it  fulfill a need, challenge, or enhance how they live their life? The 21st century customer is now so educated that they are not interested in what you do but, more importantly, how you share information that is of value to them. Can the customer feel your passion in what you do? That energy can be elecrifying and spread like wildfire!

This article comes from Guerilla Marketing Guru Jay Conrad Levinson. I like his weekly tips as they are concise, simple, and yet so powerful. The term “guerilla marketing” has been around for a while.  It is defined as, “an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget“. We all know that all businesses have plenty of content. Putting your engery into ensuring that your content is king—or queen—will be the utimate reward for both your business and, better yet, your customer.

Best Nicole

Some companies think that by including their site in tiny letters at the bottom of their ad or by flashing it at the end of their TV commercial, they’re taking care of online promotion. They’re not. All they’re doing is going through the motions. Talk about your website the same way you’d talk about your kid — with pride, enthusiasm and joy. Make people excited about your site because they can see your pride.

Once your prospects get to your site, the content should be the information your prospects and customers want to know the most. It’s not necessarily the content you want to put forth and boast about. Instead, it’s data about how your company can have a positive impact on visitors to your site.

To create the best content, work backwards — beginning with the goals you wish to achieve with your site. Put into writing the specific goals you wish your website to obtain for you. The more specific you are, the more like you are to hit those goals.

Next, put into writing the obstacles that may stand in the way of your company attaining its goals. Usually, these obstacles center around a lack of information by your target audience. When you’re clear on that information, become a bridge-builder. Build a bridge between your goals and your target audience. Construct it of valuable information.

Guerrillas know well that their sites will succeed or fail based on how much overlap there is between their content and the needs of their target audiences. They realize that exquisite design and spectacular promotion are meaningless if their content doesn’t fill the needs of their market.

This entry was posted on Tuesday, March 31st, 2009 at 9:45 pm and is filed under Brand Evangelism. Tagged: CONTENT, DESIGN, GUERILLA MARKETING, JAY CONRAD LEVINSON, MARKETING BUDGET, NICOLE MCKINNEY, PROMOTION, TARGET AUDIENCE, TV COMMERCIAL, WEBSITE. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.