“What do you do?” is a common conversation starter for any networking event or gatherings with friends and family. This seems like a rather harmless question but it’s surprisingly difficult to provide a clear-cut response that adequately encompasses the key details of your work.
Aptly proclaimed by Albert Einstein, “If you can’t explain it simply, you don’t understand it well.”
If you’re launching into a lengthy jargon filled explanation on content marketing, Script Consultants will show you how to impress industry outsiders with these 3 tactics.
Just as how you would customize your brand message for your intended audience, an introduction to content marketing while conversing with non-contend marketers would have to be straightforward.
You could consider these 2 approaches to kick start your conversation:
- The Definition: Content marketing is a strategic approach in sharing relevant information that will attract and maintain the interest of your target audience and ultimately inspires consumers to become paying customers.
- Compare and Contrast: While traditional advertising focuses on hard-selling tactics, content marketing provides valuable information to consumers that could help solve their problems and subtly guide their purchase decisions.
2. The Example
As your introduction sparks greater-in-depth conversation, you could provide further explanation with an example of a brand’s application of content marketing.
Take a look at this case study of a household brand:
Photo credit: Listerine
Instead of directly pitching their mouthwash to consumers, Listerine features articles on oral health. From “4 Tips to Combat Gum Disease” to “Brushing Only Cleans 25% of Your Mouth”, Listerine shares helpful information that’s of interest to consumers which are also related to the brand’s product. As you come to discover the power of the swish, perhaps you would also be more likely to consider Listerine the next time you’re in the market for a mouthwash.
3. The Story
Photo credit: eightpr
One way to grab the attention of your listeners is to craft a story that explains content marketing. Make your audience care about the story-line by incorporating an activity that they’re interested in.
Here’s an example if you’re speaking to a group of avid runners:
“Let’s say you’re training for the upcoming POSB marathon and you’re looking for a good pair of running shoes. You google for more information on choosing the best marathon running shoes and came across a guide on “Running Shoes: How to Choose” by Rei, a reputable brand selling outdoor sporting goods.
Photo credit: Rei
The article provides in-depth detail on the various types of running shoes and a guide that will help you discover your running style. Now that you’re equipped with the information needed to pick the perfect brand to fit your needs as a runner, you decide to check out what Rei has to offer and end up making a purchase.”
This is a clear-cut illustration of how content marketing creates a win-win situation where consumers get the information they need while Rei successfully gets a sale.
Practice these 3 steps and you’ll be able to share what content marketing is in an easily comprehensible and memorable manner.
Written by: (www.script.com.sg) Edited & Illustrated by: Script Consultants Pte Ltd