Posts by Divyansh Verma

USP to Storytelling: Content Marketing Strategy That Works

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USP to Storytelling: Content Marketing Strategy That Works

Table of Contents

It’s all about the premise

As a term in formal logic, the premise is a proposition supporting a certain conclusion. Applied to copywriting, I use the word premise to mean the emotional concept that not only attracts attention, but maintains engagement throughout every element of your landing page copy and imagery.
In other words, the premise is the concept that weaves itself from headline to call to action, tying everything together into a compelling, cohesive, and persuasive narrative with one simple and inevitable conclusion — your desired action.
The premise connects you to the emotional center of your prospect’s brain, stimulates desire, maintains credibility, and results in the opening of the wallet. It’s the unification of the prospect’s worldview + the market + the benefits + the proof + a call to action into one simple, compelling message.

Start with the prospect, not the product

There’s an old saying in direct marketing circles ... start with the prospect, not the product. In other words, what does your market want? And related to that, can you reach that market and is it big enough to be worth your time?

Is the premise the same as the USP?

You probably already know about the USP, or unique selling proposition. It’s an advertising concept that dates back many decades, but if you’re not familiar with it, here’s a quick explanation.

    An advertising guy named Rosser Reeves published a book called Reality in Advertising back in 1961. It was in that book that he introduced his concept of the unique selling proposition. Reeves said a USP has three components: 1. Each advertisement must make a proposition to the prospect. Each must say, “Buy this product, and you will get this specific benefit.” 2. The proposition must be one that the competition either cannot, or does not, offer. 3. The proposition must be so strong that it can pull over new customers to your offer.
Another way to think of the USP is as a “remarkable benefit.”
In this day and age of hyper-competition, it’s difficult to offer features that no other competitor can. So now the modern practice of positioning is all about the space your messages occupy in the mind of your prospective customer and how well you match up with their worldviews. This is what finding a strong premise is all about. Often, it simply comes down to telling a different story.

So, is the premise a USP or not?

Modern positioning is all about story, and every story has a premise. So, in this case, your USP is also a premise. But from a copywriting/promotional campaign standpoint, a premise is a specific story or concept that supports and flows from the top-line positioning. Here’s a famous example.

    Nike has one of the most powerful positioning statements on the planet, expressed in three little words — just do it. Beyond selling shoes, this is life philosophy boiled down to its essence, and that’s why it’s so powerful.
In essence, every promotional premise is an aspect of positioning, but it’s not the whole thing. It’s a new chapter in the story that a particular company, product, or service is telling the marketplace, and it further shapes and defines the role in the marketplace and in the minds of prospects. When you get right down to the fact that as a copywriter, you’re a storyteller, you know that story is all about how you tell it. It’s not just an idea or a benefit, it’s the way you communicate that idea or benefit in each and every message.

How to come up with a killer premise?

Premise Step One: Create the Concept

Great ideas are unique. There’s no formula for innovative ideas, and anyone who tries to tell you otherwise is selling the slickest of snake oil. That said, a great premise always has certain elements in common. It took me many years to understand that, beyond all the tactics, it’s the premise of the message that matters first and foremost. Let’s understand the essential elements:

  1. Be unpredictable - The first thing you absolutely must have is attention. Without initial attention, nothing else you’ve done matters. And nothing kills attention faster than if your prospective reader, listener, or viewer thinks they already know where you’re going. Beyond curiosity, a great premise delivers an unpredictable and unexpected element that makes it irresistible.
  2. Be simple – Be clear and simple.
  3. Be real/authentic
  4. Be Credible

Premise Step Two: Execute with the 5P Approach

You’ve got to tell the story in a way that works, and with a structure that succeeds. A popular copywriting structure is AIDA (attention, interest, desire, action), which dates back to the early days of mass media advertising. AIDA is a useful framework, but it leaves too little room for a true understanding of what each element is intended to include.

  1. Premise - When it comes to getting people to take action now, as opposed to “thinking about it” (and often never returning), it all begins with the premise. Your copy needs an exceptional premise that allows you to make a resulting bold promise that attracts attention and compels your ideal prospect to read, watch, or listen to the rest of your message.
  2. Promise - We need to make a bold promise. Here, it may be tempting to think of the promise as being the same as your offer, but in reality, your offer is simply a component of the larger promise.
  3. Picture - You’re fleshing out the premise, promise, and setting up the benefits of taking action now by using vibrant language that sticks in the mind. The picture phase is all about using images, storytelling, and tangible language as a way to hold the reader’s emotional interest while you nudge them down the path to acceptance. It also keeps you focused on communicating the benefits associated with the features or facts that you need to get across.
  4. Proof - You’ve communicated the foundational information you want readers to accept in an emotional and brain-friendly manner. Now you’ve got to back it up with supporting proof. Statistics, studies, graphs, charts, third-party facts, testimonials, a demonstration that the features of your product deliver the benefits you’ve promised—these are all part of the Proof section of your piece. Now’s the time to play it straight and appeal to the reader’s logical mind to support the emotional triggers you pulled with the promise and picture.
  5. Push - The push phase is more than just a call to action. It’s about communicating an outstanding offer in a clear, credible, and compelling fashion, and then asking for action. It’s the grand finale where the premise and the purchase make as much sense to the reader as they do to you.

7A Framework for Effective Content Marketing Strategy

Agile – flexible, adaptive, basically constant iterative process based on continued research and audience feedback.

  1. Research & create – smart guess based on initial research
  2. Release
  3. Optimize
  4. Repeat
Authentic – find authentic story a market segment wants to hear.
Attention
  1. Test Headlines / Hooks
  2. Follow Brand Voice
  3. Refine Editorial Voice
  4. Focus on Conversion
  5. Constantly refine your approach.
Audience – feedbacks / open-ended questions to identify frustration & desire.
Authority – It’s not enough just to have an audience -- it’s how that audience feels about you. Are you the expert, the likeable expert? That again, applies to your own marketing, which is why it helps to be an industry expert or a local expert, because that creates that authority as opposed to a generalist.
Action – content that drives audience to person desired action, leads/sales often building an audience.
Acceleration – feedbacks / open-ended questions to identify frustration & desire.

Audience: The Core of Effective Marketing

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In the ever-evolving landscape of marketing, one truth remains constant: understanding your audience is paramount. Effective marketing hinges on the ability to connect with your target demographic, resonate with their needs, and ultimately, influence their behavior. This article delves into the significance of audience understanding, explores various methods to gain valuable insights, and highlights the undeniable benefits it reaps for businesses.

Understanding Audience is Essential

Imagine crafting a message in a bottle and casting it adrift at sea, hoping it finds the right recipient. That's akin to marketing without understanding your audience. Without a clear target, your message may reach irrelevant demographics, leading to wasted resources and minimal impact.
In contrast, audience-centric marketing is a targeted approach that builds a bridge between your brand and the individuals most likely to benefit from your offerings. By understanding their wants, needs, and pain points, you can craft messaging that speaks directly to them, fostering a sense of connection and trust. This targeted approach translates into:

  • Increased Brand Awareness: When your message resonates with your audience, they are more likely to remember your brand. Targeted marketing placements and messaging will ensure your brand is seen by the right people, at the right time.
  • Improved Customer Engagement: Understanding your audience allows you to tailor your content and interactions to their specific interests. This fosters deeper engagement, encouraging them to actively seek out your brand and participate in conversations.
  • Higher Conversion Rates: By addressing your audience's challenges and presenting solutions that align with their needs, you are more likely to convert them into loyal customers.

Effective Audience Research Techniques

So, how do you unlock the secrets of your target audience? Here are some key research techniques that will illuminate their desires and motivations:

  • Market Research: Market research provides a wealth of data about your target market. Utilize industry reports, competitor analyses, and consumer trend reports to gain a comprehensive understanding of the broader landscape.
  • Audience Surveys: Conduct surveys tailored to your target audience. Gather their opinions on your brand, industry trends, and competitor products. Open-ended and multiple-choice questions can reveal valuable insights into their preferences and challenges.
  • Social Media Listening: Social media platforms are a treasure trove of customer sentiment. Leverage social listening tools to track brand mentions, analyze online conversations, and understand the language your audience uses. This unveils their interests, concerns, and how they perceive your brand relative to competitors.
  • Website Analytics: Website analytics tools provide a wealth of data on user behavior. Analyze which pages are most visited, how long users stay engaged, and user demographics. This sheds light on user preferences and content effectiveness.

Building Buyer Personas

The information gleaned from your research efforts should be synthesized into a comprehensive buyer persona. A buyer persona is a detailed profile of your ideal customer, encompassing demographics, psychographics (values, interests, and lifestyles), and behavioral patterns.
By creating buyer personas, you gain a deeper understanding of your audience's:

  • Challenges and Pain Points: What are the specific problems your target audience faces? What are their frustrations and unmet needs?
  • Goals and Aspirations: What are they hoping to achieve? What motivates them?
  • Media Consumption Habits: Where do they get their information? What social media platforms do they frequent? What type of content do they consume?
By incorporating these insights into your marketing strategy, you can tailor your messaging to resonate with your audience on a deeper level.

Crafting Compelling Content

With a buyer persona in hand, you can create content that speaks directly to your audience's needs and interests. This could include:

  • Blog Posts: Develop blog posts that address your audience's challenges and offer solutions aligned with your brand's offerings.
  • Social Media Content: Craft engaging social media content that aligns with the platforms your audience frequents and the type of content they consume.
  • Email Marketing: Segment your email list based on buyer personas and deliver targeted email campaigns that resonate with their specific needs.
  • Video Content: Develop video content that educates, entertains, or inspires your audience, addressing their pain points and showcasing your brand's value proposition.
By tailoring your content to resonate with your audience, you establish yourself as a thought leader and a trusted resource, fostering deeper brand loyalty. As the marketing landscape is dynamic, and your audience's needs and preferences will evolve over time. Therefore, it's crucial to continuously monitor and refine your audience

Social Media Trends 2024

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Social Media Trends 2024

Social media is constantly evolving, and keeping up with the latest trends can be difficult. But if you want to stay ahead of the curve and make the most of your social media marketing efforts, it's important to be aware of what's coming down the pipeline. Let’s discuss some of the top social media trends for 2024, including the rise of generative AI and the increasing use of AI tools.
While the rise of AI is exciting, it's important to remember that human connection is still at the heart of social media. Don't let AI completely take over your social media presence. Use these tools to free up your time and resources, but focus on creating content that resonates with your audience on a deeper level. Respond thoughtfully to comments, answer questions in a human voice, and participate in conversations. Let your brand personality shine through, and you'll build stronger relationships with your followers. After all, in the age of automation, a genuine connection can be a powerful differentiator.

The rise of Short-form Video on Social Media

Short-form video is taking the world by storm. Platforms like TikTok and Instagram Reels are already incredibly popular, and their popularity is only going to grow in 2024. If you're not already using short-form videos in your social media marketing, now is the time to start. It's a great way to reach a wider audience and engage your followers.

The importance of Authenticity

People are increasingly drawn to brands that are authentic and relatable. In 2024, it will be more important than ever to show your human side on social media. Share behind-the-scenes content, let your employees shine, and be honest and transparent with your followers.

The focus on building Social Media community

Social media is no longer just about broadcasting your message to the world. It's about building relationships with your followers. In 2024, focus on creating a strong community around your brand. Respond to comments and messages, host live Q&A sessions, and run contests and giveaways.

The rise of Influencer Marketing

Influencer marketing is a powerful tool to help you reach a wider audience and boost your brand awareness. In 2024, influencer marketing will continue to grow. But it's important to choose your influencers carefully. Make sure they align with your brand values and that their audience is a good fit for your target market.

The importance of Data and Analytics

Social media is a data-driven game. If you want to be successful, you need to track your results and make adjustments as needed. In 2024, focus on using data and analytics to improve your social media marketing efforts. Track your engagement, reach, and website traffic. Then use this data to inform your content strategy and targeting.

The Rise of Generative AI

Generative AI is a type of artificial intelligence that can be used to create new content, such as text, images, and videos. In 2024, we can expect to see even more generative AI used on social media. Brands can use generative AI to create personalized content for their followers or to create new ad formats.

The Increasing Use of AI Tools

There are a growing number of AI tools available that can help you with your social media marketing. These tools can help you with tasks such as scheduling posts, tracking analytics, and creating content. In 2024, we can expect to see even more businesses using AI tools to improve their social media marketing.

The Evolving Social Commerce Landscape

Social commerce has been steadily growing, and in 2024, we can expect it to become even more integrated into the social media experience. Platforms will continue to develop features that make it easier for users to discover and purchase products directly within the app. This presents a huge opportunity for brands to leverage social media not just for brand awareness, but also for direct sales. Be sure to explore features like shoppable posts, live shopping streams, and influencer partnerships to turn your social media followers into paying customers.

Reference: Hootsuite Social Media Report 2024

Performance Marketing: Giving Wings to Brands

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Performance Marketing: Giving Wings to Brands

In the constantly changing world of marketing, two critical elements, brand marketing, and performance marketing, work parallel to propel the success of a business. These two elements serve distinct yet interdependent purposes, and understanding their amalgamation is key to mastering effective marketing. In this article, we’ll explore the essence of brand and performance marketing, emphasizing the crucial role of the brand at the top of the marketing funnel, with a particular focus on addressing the research-driven consumer journey.

Building the Brand’s Identity

Brand marketing serves as the foundation of a company’s identity. It incorporates a wide range of strategies and activities dedicated to shaping and maintaining a company’s reputation and defining its product characteristics. At its core, brand marketing is about shaping perceptions and fostering brand empathy. While it may not directly lead to immediate customer conversions, brand marketing lays the essential foundation upon which successful performance marketing initiatives thrive. A strong brand foundation has several significant benefits, the foremost being the establishment of trust. Trust is the key player in any successful business-customer relationship. Consumers are more likely to feel confident in their interactions when they encounter a brand with a solid reputation. This is a crucial aspect of the buying process that often gets overlooked because it’s not very predictable and its impact is difficult to measure. However, marketers who focus on establishing these meaningful points of connection will see the fruits of their efforts, especially considering how the customer journey has shifted over time.

Understanding the Shift in Consumer Behaviour

Today’s consumers have evolved from passive recipients of marketing messages into proactive researchers who actively seek information to make informed decisions. Empowered by easy access to information across various channels, they conduct their research online through search engines like Google and third-party publications to address their needs and pain points. This transformation in consumer behavior highlights the evolving nature of the consumer journey. It has become more complex due to the expansion of marketing channels and platforms. Brands are competing for attention and influence on more channels & and platforms than ever before. And as a result, consumers are encountering more touchpoints during their decision-making process. They no longer follow a linear path to conversion but explore research, and deliberate across channels, seeking answers and solutions. In response to this dynamic landscape, brands face the challenge of establishing an authentic connection with consumers and meeting them where they are–which means delivering the most relevant message where they are already conducting their research. Consumers have finite time and attention. It’s far more efficient to get in front of consumers where they already spend their time and attention rather than trying to shift their behavior. For this reason, brands must aspire to be audience-led, reaching consumers on their preferred platforms. This shift in consumer expectations necessitates a corresponding shift in marketing strategies.

Importance of TOFU

This audience-led approach requires brands to address consumer questions and pain points early in their research process. Marketers must create content tailored to these inquiries and concerns to reinforce their brand as a credible and valuable resource. By providing informative blog posts, articles, videos, and other content formats, brands not only capture the attention of potential customers but also guide them toward considering the brand’s products or services as viable solutions. Brands that fail to create content to address these early-stage inquiries risk missing out on valuable opportunities to connect with and influence potential customers.

Brand Identity improves Content Consumption

The key to unlocking a strong TOFU content strategy is a strong brand presence. Companies that have a powerful brand identity, characterized by clear values, a compelling mission, and a consistent tone of voice, are better positioned to create content that resonates with potential customers. When consumers encounter content that aligns seamlessly with the brand’s established identity, they experience a sense of reliability and authenticity. This builds the awareness and trust we discussed, and will significantly enhance the reach of top-funnel content. Moreover, brands that have a clear understanding of who they are, are more effective at creating valuable content. They leverage owned assets and customer insights to inform content plans and strategies, ensuring that their messaging aligns with their identity and resonates with their target audience. By consistently reflecting their core identity in their content, these brands not only capture the attention of potential customers but also guide them toward considering the brand’s products or services. Brands that fail to maintain a strong and consistent identity risk missing out on valuable opportunities to connect with potential customers during their research-driven journey.

Performance Marketing: Giving Wings to Brands

Performance marketing is a digital advertising strategy in which brands pay marketing companies or advertising platforms depending on the campaign results. Now that we understand why brand marketing is a pivotal component of content strategy, we can better understand how it converges with performance marketing. Down-funnel marketing programs are all about achieving specific, measurable objectives with tangible outcomes. It complements brand marketing by capitalizing on a robust brand presence. When customers encounter a brand they trust during the consideration phase, it significantly influences their purchase decisions. Performance marketing employs tactics like social media marketing, email marketing, paid search advertising, affiliate marketing, and sponsored ads to generate leads. While it may appear to be the more cost-effective strategy, it heavily relies on a solid brand foundation to position potential customers for conversion. For B2B companies with extended buying cycles, the connection between brand and performance marketing becomes even more critical. While creating performance marketing campaigns for down-funnel marketing, it is important to focus on the following:

  • Targeting your ads to the right people.
  • Ad messaging should be clear, concise, and persuasive.
  • Landing pages should be relevant to your ad campaigns and should be designed to convert visitors into customers.
  • Testing and optimizing your performance marketing campaigns regularly.
  • Use customer data to personalize your campaigns. The more personalized your campaigns are, the more likely they are to resonate with your target audience and drive conversions.
  • Create a seamless customer experience. Make sure that your landing pages and website are consistent with your ad campaigns, and that it is easy for customers to complete a purchase.
  • Track and measure your results. It is important to track and measure the results of your performance marketing campaigns so that you can identify what is working well and what needs to be improved.
Performance marketing can be a very effective way to drive sales and grow your business. By targeting the right people with the right message at the right time, you can convert leads into customers and achieve your marketing goals.

The Key Benefit of Down-Funnel Marketing with Established Brand Awareness

Building on a strong foundation of brand marketing, performance marketing can achieve remarkable results when a brand has already established awareness and trust within its target audience. As discussed, performance marketing operates as an extension of the brand, capitalizing on the recognition gained through brand-building efforts, including their upstream content marketing strategy. When consumers encounter bottom-funnel marketing initiatives from a trusted brand, they are more inclined to take action, such as making a purchase, signing up for a demo, or downloading a white paper. This pre-established credibility significantly enhances the effectiveness of performance marketing campaigns. Successful performance marketing efforts further strengthen and extend the value of the brand, creating a flywheel effect where the value compounds. Marketing leaders must understand how these two strategies work hand in hand to navigate the complexities of the modern marketing landscape and achieve sustained business growth. Brand marketing and performance marketing are not isolated strategies but rather two sides of the same coin, and optimizing this dynamic synergy is key to resonating with consumers and driving success.