Marketing to Humans
The human condition is really about the concerns that we all face. It is what defines literature and set it apart from pulp fiction. Content that delves into the issues of human existence can appeal in a more profound way than psychology and philosophy. Pushing out information that connects with an audience will create a relationship.
Even when we decide to market our business online, we find a disconnect with traditional sales tactics. It’s common enough to see distrust from individuals when they are being sold. Even the trust influencers once had has dwindled. The intent behind sharing was to subtly “sell” to their audiences, but it is still obvious, especially now that it appears as if most prominent influencers are selling their content to companies as ad space.
Prominently using #ad or #sponsored to declare the affiliation with a company was meant to reinforce the truthfulness influencers were supposed to embody. However, it has begun to be a bother for an audience and a status symbol for influencers vying for an income.
What does that mean for marketing now? Content marketing is no longer a trend as it has become the norm for businesses who want to take control of their online presence. The Internet is already saturated with content that is being published on a daily basis by companies that are determined to harness the buying power of anyone who cares to listen, but what does that mean for those who want a piece of the pie?
It is harder for anyone who wants to break through to an audience when everyone is trying to do the same. Most people might hear noise when they venture onto the Internet. The only way to cut through that noise is to stand out from the crowd. It’s easier said than done, since most businesses are suffering from the Three Stooges syndrome: they all try to fit through the same door at the same time. There is always a different way to get into the space you want.
Realizing what connects us all on a fundamental level will allow brands and businesses to actually say something worth listening to. Simply parroting popular opinions and staying in the closed confines of the known and accepted will only have you hanging on the coattails of others. Set yourself apart from everyone else and create your own path to your audience.
Not only do you have to carve out your own unique style of storytelling, your own image, and your own character, but you also have to find a way to make these elements work seamlessly together to appeal to an audience. It takes some time to master that art. The human condition is a flawed and formidable one. We all go through the highs and lows of life but at different points. Examining how this relates to your brand is one place to start.
The rise of failure videos, videos that showcase the lessons learnt from failures, is a trend that shows this appeal to everyone’s humanity. Eventually, it will wear thin if everyone sports a video about the need to fail. Too many clichés have entered the age of fast media. While it is important to understand the emergence of trends, it is better to not depend on riding waves. Instead, create your own trends and let a relationship with your audience grow organically.
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