Restorative yoga is a gentle, passive practice that promotes relaxation in the body.
The other day at the start of my weekly restorative yoga class, our instructor asked us which areas of the body we’d like to focus on that day.
A few other regular students shouted out, “Shoulders! … Lower back! … Psoas!”
However, I stayed quiet because I started writing this article in my head. Class that day wasn’t going to be restorative for me because I viewed my yoga instructor as a content marketer and her students as her audience members.
While she likely already had a series of poses in mind to teach that day, she asked her audience for feedback that would shape her lesson plan. Tailoring the asanas to her students’ needs would help ensure that they were satisfied and happy that they came to her class.
But did the requests from her students stifle her own vision of what she wanted to teach? Did the suggestions block her own creativity and passion for yoga?
On the contrary, I argue that her students’ input actually enhanced her creativity and passion for yoga.
The same thing can happen when you find out what your prospects hope to achieve by consuming your content.
Inhale and focus on how you can help
When you serve an audience, you focus on how you can use your natural abilities, strengths, and knowledge to help people.
Listening to your audience’s problems gives you direction. You don’t aimlessly create content. You recognize what people need help with and then make yourself useful.
An intentionally crafted content marketing strategy familiarizes your ideal customers and clients with your business and the solutions you have to offer them.
Audience input gives you a lens through which to focus all of the wisdom you have to teach.
Once you know what interested prospects need help with, you’re better positioned to spotlight the aspects of your products or services that solve their problems.
Exhale and imagine the right piece of content delivered to the right person at the right time
My yoga instructor didn’t necessarily abandon her original lesson plan or toss out what she wanted to teach that day.
Her students’ requests simply provided a guide for how she could best share her expertise.
She wanted to find out the types of problems her students were having with their bodies that day so she could adapt her class to target their pain points.
As a digital product or service provider, you can use content to demonstrate how you help customers and clients.
To create a tailored experience for your website visitors, you first need to determine who’s on your website and the information they need. Then you can tag subscribers and segment your email lists.
Email and marketing automation work together to turn prospects into customers. It’s a powerful combination that allows you to place subscribers on the right lists, trigger the correct broadcast emails or autoresponders, unlock free products, and more.
Your content becomes the friendly yoga instructor who delivers exactly what her students want, rather than strictly following a pre-established lesson plan.
Envision bringing your best advice to the surface
Learn about the frustrations and struggles that surround the problems you solve.
Your best advice will rise to the surface, so that you can create effective, custom content and deliver it to the people who will benefit from it the most.
How do you organize and share your content so that different people in your audience get exactly what they’re looking for?
Let us know in the comments below.