Push or Pull? Content Marketing – Awareness and Action? | Podcast S02E04
Given the evolution of digital channels, we all know that it’s getting harder to create content because we can no longer homogenize the way people receive and consume content. Good content is all about bringing both long and short term benefits for any brand out there who’s looking not to only survive but thrive in the online world. Are your customers going to remember you and what is the first thing that comes to their mind when they think about your brand? This requires a holistic view of not just the business as a whole but as well as the audience. The push or pull framework is important in the realm of content marketing because the choice of words and visuals have the power to persuade and convince your customers to act accordingly.
When it comes to push or pull, we need to think of how we are approaching our customers. Traditionally most of us understand marketing from a rather promotional standpoint whereby it’s all about blatantly pushing a product or service in front of consumers. Every time you go grocery shopping and see a discounted card placed above a promotional section, you are basically experienced a push marketing method. On the contrary, the pull marketing method is built on the basis of loyalty – whereby your customers will be drawn to your product or service simply because they want to. That loyalty card from your favorite coffee joint is a form of pull marketing method that assumes that you are a returning customer who will be returning on another a day for a cup of coffee.“High level copywriting is really all about research”
Mapping out a buyers’ persona is the key to good copywriting. It sets a foundation for analyzing your customer profile and then you need to go out there and take the extra mile to validate that information. It’s important to go beyond your research and to actually engage with your audience through real conversation. Speak to your customers, ask them what they think and how the product experience was. All this information is valuable data that can help you craft a copy that is geared towards absolute engagement.“Artificial Intelligence will not replace humans because it can’t anticipate human behavior”
Technologies will be there do assist with the heavy lifting type of tasks, steering humans away from mundane roles so that they can focus on improving human relationships by using their intelligence. Instead of seeing it as a threat, we could consider algorithms as a blessing to help take over the tedious or time-consuming condensed data research.“The consultative method should be done regularly”
Push and pull marketing can’t exist without the other and it requires strategic thinking in order for you to create effectively. If you want to connect with your customers, you not only need to know who they are. You need to know what they are looking for and why it matters. This is a gateway into mapping out a content direction that is will merge your business offering with the customer’s needs.S02E03 Guest #4: Alex Napier Holland, a conversion copywriter expert & founder of GorillaFlow
Introducing Alex Napier Holland, an expert in B2B copywriting. He creates conversion-focused content for various companies, writing sales copy for some of the world’s biggest SaaS and technology brands, including SalesForce. Follow him on his adventures here (www.instagram.com/alexnapierholland).
A SCOOP OF INSPIRATION
Don’t skip this bit.
How well aware are you of the problems and solutions determines how you are able to tap into the buying process
When it comes to successful content, the most important metric is 1) revenue 2) leads generated and conversions 3) vanity metrics such as likes and shares
Data can’t tell you why content is underperforming or tell you how to fix it. A good copywriter needs to understand human behavior and adapt.