Your Content is only as good as these three things

A global shift in human behaviour is at the core of why there is a massive upheaval right now in modern marketing.

Many marketing strategies have a “go for the jugular” approach where they try to seal the deal from the first touchpoint.

While others have some cookie-cutter "affinity building" approach that is as shallow as the dish it was baked in.

This has led to viewer fatigue and a natural numbness to these aggressive marketing techniques and tokenism.

And they flat-out aren’t working anymore.

So what can you do?

CONNECT First

Build a relationship with your audience based on trust, expertise, and transparency.

Be ready to give, without transacting. To the point where they "want" to hear from you.

But don’t just publish any old stuff.

For this to be effective, it needs to sit at the intersection of “what people want to hear about” and “what’s strategically aligned with your business”.

Many people miss the strategy and publish random stuff to get attention – but it’s not strategic and doesn't move people to a decision.

Other people focus on content THEY think is valuable – but it’s not what people are interested in hearing about so they tune out.

It’s a fine balance.

And one that I absolutely love helping people nail 

SOLVE Second

Think about how you can actually make a difference to their world.

And it’s not just about throwing out “solutions” if you don't really understand what the real challenges are.

A content-fatigued audience is over that.

What's the big goal they're currently trying to nail? Why? Where are they looking for answers?

And how does what you do relate to any of that?

Right now there is no “playbook” – only a rate of change few businesses and marketers are prepared to keep up with.

Care ALWAYS

If you actually CARE enough about how your customers might be feeling to actually meet them where they're at, you have a better than average chance of getting through.

Walk a mile in their shoes. What’s on their mind?

Think about what you’re doing to share. If they read it, how is it likely going to make them FEEL?

Do these things and keep them top of mind and you’ll build a receptive, loyal audience that wants to hear what you have to say, and will be inspired to take action with you when they are ready to buy.

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ABOUT THE AUTHOR

Nina Christian is a Marketing & Brand Strategist who is all about doing marketing in a more connected and human way. She helps business leaders and social-change-makers use thought leadership content to build their authority and widen their impact.

She is the Director of Braveda, (est 2000), which was recognised as  "Best Marketing Agency" at the Australian Marketing Excellence Awards.

She is a Certified Practicing Marketer (CPM), a Fellow of the Australian Marketing Institute & AMI State Chair (Vic) and runs two businesses of her own.

She has a knack for simplifying the complex which comes from being a hands-on mum to five young children, and uses this to turn time-sucking activities into easy to follow systems and processes that get outcomes fast.

If you're in B2B or professional services I'd love to help you! Here's what we can do together. 

️ Get your message in front of more of these "right people" consistently by creating high-quality content that stands out, is strategic and moves people towards you.

 Infusing the right energy into your brand so it has all the feels and draws in the right people.

 Set up rinse-and repeat-marketing systems that work, and just make life and business growth so much easier. 

There are different ways to work with me based on your situation and with all of them you'll see rapid transformation in a month (Hybrid 1:1/group program, 1:1 Intensive, team training, corporate workshop). Book a chat with me here.