Content Marketing as Seduction

Content Marketing as Seduction

Reader Comments (18)

  1. Let’s say we know our prospects well, (we’ve got the “who” right, as you say,) but they are at different stages of readiness to buy, so that makes the “what” and the “when” much trickier. How do we seduce the beginners without putting off those who are further along? How do we seduce those who are more advanced without losing the beginners? Do we just put out content aimed at all points on the buyer spectrum? Obviously we segment them in email, but I’m talking about the content we put out there on the wild web. I get that we’re guiding them on a journey, but we don’t know where they’re starting from.

    • Remember, each journey is tied to a particular who that you have documented. Some people create content journeys for multiple personas, but my advice is that you pick one at first and focus. Even Apple stuck with one target persona for the entirely of the Get a Mac campaign.

  2. Groundhog Day is my favorite movie.
    Slow, competent, client-based selling is my only method.
    You are now my favorite blog.

    Genius post.

    thanks

  3. Hey Brian,

    Phil has a pretty amazing story. Just like Phil, many people fake the authenticity which later turns out to be a fatal.

    Just like Rita, your readers can recognize the content you provide. It’s all about how you manage to keep the pace.

    Glad to read about it.
    Thanks for sharing with us.
    ~Ravi

  4. Nice layout of your approach. However there are so many “curators” and “experts” out there – nearing the amount of products to be curated – you have to add frequency to this approach.

    If your site is being visited once – fine – but if the prospect never returns (because he came to your site by chance in the first place) – how are you going to close the sale?

    By catching them in your email list? Well I hate it when those pop ups ask me for my address – even before I had the chance to read through the content ..

    So I guess tracking + advertising have to be figured in to the equation or it will not work out for you.

  5. Hi Brian,

    Catherine Lynch asked a great question and I’m looking forward to reading how you address that.

    I know that Pamela Wilson suggests producing content for newbies, intermediates and long timers. How much of each? I hope you’ll get into more of the details on meeting the prospect where THEY are in the journey.

    Thanks,

    Matthew

    • Remember, each journey is tied to a particular who that you have documented. Some people create content journeys for multiple personas, but my advice is that you pick one at first and focus. Even Apple stuck with one target persona for the entirely of the Get a Mac campaign.

  6. This serie would make a great podcast Brian, thanks. I keep thinking “the medium is the message”, but just after you really got the who. These days I nailed down a simples but essential value: my client want to do it and want to learn it. Simple but probably one of the most import values. Without it they really aren’t my heros.

  7. I’d like to link to Robert Bruce Allegorical show that would be a great complement for this post but it isn’t online any more. And this makes me crazy to see what he will publish after that!

  8. My comment is not so much abut creating content as it is about how people destroy their content. In Ground Hog Day “There’s literally no tomorrow for him, so he has to close the deal on the first date, or not at all.”

    This reminds me of when I go to a site and within 15 seconds I can’t read the article anymore because a site is blocked by a “sign up for my website” pop-up advertisement.

    What are they saying? Perhaps it is, “I don’t know you and you don’t know me. Just sign up! Please, please please!” And as the reader, the reply is “Aren’t we moving a bit too fast here? It’s only our first acquaintance.” Maybe I return a week later and see it again. Then I think, “there he goes again!”

    Yet, I have read that such ads work. To me, it is a huge turn-off.

  9. Brian, there’s a great secondary example of ill-timed, inappropriate pitching that’s rehashed in hilarious ways in Groundhog: Ned the insurance guy’s obnoxious, in-your-face sales pitches, which Murray gets to fend off in funny fashion. From that angle, Murray gets to play the pestered non-buyer.

    Thanks as usual for a perceptive angle and useful info.

  10. Brian, this is truly one of the best articles I’ve read in a LONG time. The analogies are dead on because everything that you wrote is what I believe in deeply. I ran a couple of boutique ad/brand agencies for 2 decades and now I’m an author and social media personality who constantly utilizes what you’ve talked about. One of the biggest things Tony Robbins professes is that every relationship HAS TO be WIN/WIN. When I built my first agency’s website, I put our core values on the home page. My partner (the quintessential Phil Connor who only gave a damn about money) flipped out about the home page and said, “Absolutely NOBODY cares about your core values.” Not long after that I ended the partnership. Thanks so much for a piece that hit me in the soul ~ Tommy Zman

  11. Fantastic advice Brian and it clearly works because I really want to see the next blog.
    I’m currently working on a major series of blog posts and was struggling to figure out how to manage my range of target readers, this has given me a Eureka moment, thank you!

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