I have recently read someone statement on LinkedIn saying that “Content is King but content distribution is King Kong”.
What is the purpose of producing content if no one knows about it?
Without the help of distribution channels that work for your business (as any business must be aware of what distribution channels work and what don’t), your content faces the risk of just being a self-sufficient narcissistic machinery.
Content production is one of the three key pillars in brand building process:
WHAT ARE THE DUTIES OF CONTENT PRODUCTION?
DUTY N. 1
Content production allows you to have multiple front-end products to leverage a back-end service.
Indeed, a marketer is by definition someone who aims to solve a problem and does it by having a variegated line of free/cheap front-end products to sell the expensive services and/or products as a back-end where he makes most of his money from.
Simply speaking, content production is usually a cheap when not free front-end line that has the scope of increasing the perception of your expertise to the eyes of your target.
The word “target” is a key player in your content production strategy.
Indeed, you don’twant to communicate with anyone but only with those who might have the need of purchasing your product/service in order to solve and imminent or future problem.
This means that you need to bear in mind the specific avatar of your target to narrow the focus of your content into the detailed needs he must deal with on a daily basis.
If you haven’t created your profile yet, you can start with the “10 Smart Market Diagnosis and Profiling Questions” that Dan Kennedy present in The Ultimate Sales Letter:
DUTY N. 2
By being able to fill in all the answers, your content production will have a paramount function that will affect your entire sales process.
Having created a detailed avatar of your target, you avoid the bias trick and started to know precisely well two main indicators:
Indeed, if we have said above that content production is front-end product, it must be used as a bait to have him bite.
How can your target bite?
By leveraging the power content production in its two main features:
Content production pre-sells your service properly because it must be seen and used as a way where the warm target can solve any possible issue his inner dialogue leads him to face.
Thus, content production by pre-solving questions increases the value perception of your expertise by having your target thinking: “This guy really knows what problems I do face on a daily basis and he seems to have a clear method that can help me solve them”.
DUTY N. 3
However, content production doesn’t limit itself to being a frond-end product to showcase your expertise that pre-sell your back-end expensive service.
Your content can be an extremely powerful PR ambassador.
Pr isn’t just about being featured in the media, after all.
PR is generally speaking what people have to say about you.
When distributed on social media, for example,
positive engagements can amplify the distribution of your content even more thanks to multiple interactions and the way social media platform function according to the algorithm they are based upon.
The amplification of this content distribution can be associated to the same mechanism that in broadcast Pr I have defined as the Waterfall Effect:
“The Waterfall Effect consists of the rate of share-ability of news that due to the degree of relevance and ability to be credible and trendy gets endorsed multiple times on multiple platforms by on-target prospects for free”.
To be noticed: As you can see I recurrently use the terms “target” and “prospects”. This means that the Waterfall Effect and, broadly speaking, the share-ability of your content doesn’t have any correlation with virality in the general sense.
You want to reach and interact not with those who make your number of views sufficiently long to psychologically compensate a lack of self esteem but those who can add multiple figures to the miraculous number that you can see in your bank statements.
It is always better (and it will always be) to 10 views by on target potential customers with a conversion that 3,000,000 views of out of target viewers and zero conversions at all.
!!!Your content isn’t aimed to entertain but to convert into one or multiple sales!!!
As said above, content production is a front end product that has the duty to pre-sell your expensive back-end service by increasing the value perception of your expertise while dismantling potential objections.
Thus, the overall aim of content production is to facilitate the sales by leveraging your credibility as a professional and your leadership in the mind of the prospect by positioning yourself as the only possible intermediary between a problem and the solution to the problem.
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Founder and Managing Director at POWER BRAND. PR that Sells for Startups and SMEs,
How to turn your content into a PR advocate
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Brand Positioning. Broadcast PR. Brand domination.