Disclaimer: This post involves fast cars and the drinking of beer.
Here’s the scenario; you are at a dinner party, you meet a new person, maybe you are introduced, maybe you introduce yourself. Either way the experience is one of discovery, “What can I say that will interest this person and get me permission to continue the conversation?” Even if you don’t think this, your amazing and ancient brain is doing it on auto pilot for you.
As marketers we have an opportunity to infuse our message with storytelling, and I mean real stories. Ones with heroes, villains, inciting incidents, conflict overcoming of adversity and dealing with change. When we do this we open the door to a journey, one where our customer will want to join us for the experience.
“Use the time of a total stranger in such a way that he or she will not feel the time was wasted.” – Kurt Vonnegut
Here are two examples of content I recently created designed to help break the ice at that proverbial dinner party and connect you with something that could be of value to you. The videos below are designed so that you should find the content innately interesting. You may want to learn more about the story. And if you are in my target audience you will certainly want to do so. And if I earn your permission further still I then connect you to find out more about what we can do for you so that you can have an experience like the one that got your attention in the first place.
That being said I have two questions for you, and some FUN content.
#1 – Q: Do you like either cars, high-tech, or auto-sports?
A: Then watch this featuring Lotus F1 Team
#2 – Are you interested in Craft Beer (or foods), or businesses that care not just about money but positively impacting the environment and the world we live in?
Q: Then watch this featuring New Belgium Brewing
So, what do you think?
Was your time waste with this? With the videos? How do you approach content marketing and the customer experience when it comes to your content?
When I consider existing customers or prospects and the services, and apps we provide I have one key thing in mind “why should they care?”. There are many potential paths in actions you take but having this singular question held front and center is critical.
When serving up content we have to consider the whole experience of the customer. From never even knowing about our apps and services to being a RAVING fan.
In many ways I like to think of existing customers as prospects, that we should work hard to keep them engaged and interested. When someone at a [potential] customer company is already a fan you have trust, you can go to certain conversations more quickly than with a person with whom you haven’t yet built that trust. However there is always a place to invest more in a relationship, to reinforce that trust, to keep the romance alive.