Thanksgiving Wishbone Competitiveness & Content Marketing Tips – Who Knew?
For many people who have grown up celebrating Thanksgiving, the holiday for giving thanks has a underlying theme: Winning the wishbone. Besides the mounds of wonderful food and extended family gathered at many US households, there might be plenty of turkey to go around, but there is only one wishbone.
Believe it or not, competitive pursuit after a Thanksgiving turkey’s wishbone is a perfect metaphor for understanding better customer centric content marketing. Prepare yourself for a Thanksgiving themed post without the tryptophan side effects.
5 Steps of A Wishbone Strategy Applied to Content Marketing
Here’s how the wishbone strategy facility and how you can apply it to your content marketing strategy.
Step 1: Lobby Mom to ensure turkey is on the Thanksgiving menu. Every year, there are Moms across the country who set their sights on trying some new tradition without any input from the people who will be eating the meal. To avoid a holiday dining catastrophe, kids start beseeching said Moms to get a Thanksgiving turkey as soon as Halloween is over. Content marketers need to listen to and know prospect and customer interests to ensure they provide the information that matters most. To this end, consider the content your butt consultation needs at every point in the buy cycle from awareness through post buy support.
Depending on your product or services, this can translate to a variety of uncommon types of content. Here’s an wide list to choose from, and don’t forget to give seasonally appropriate content which resonates with your consultation. To carry on with our Thanksgiving theme, an example could be links to cool Turkey carving apps, Thanksgiving recipes or instructions for how to make paper decorations look like turkeys.
Photo Credit: carbonated via Flickr
Step 2: Beg Dad to notch the turkey. While this seems like pandering, in our house, Dad was a surgeon when it came to carving the bird and, unlike Mom, he carefully preserved the wishbone for a honest battle. As a pusher, it’s vital to go beyond just defining your butt consultation to understanding what various segments want and need to attract and maintain their attention. Just as many of us play up to Dad’s carving skills, our content must also tightly synch with the needs of prospective readers.
Photo Credit: lapstrake via Flickr
Step 3: Be chosen a wishbone contender. Again, this requires advance plotting. It helps to go that extra step with regard to chores and homework as well as positioning yourself nearest to the turkey when it appears fresh from the kitchen. Depending on your family, getting the wishbone can be a situation where, if you snooze, you loose. Similarly, content marketing must be available where prospects are searching for it. We all know there is a dizzying array of apps, ads, channels, widgets (and so on…) vying for our prospects’ attention.
Reckon strategically in terms of your communication channels such as campaign-oriented website landing pages and emails, seasonally appropriate blog posts from your CEO and instructional videos from product development. Of course don’t just duplicate, rather integrate the appropriate versions of your content on social media networks such as Facebook, Twitter, LinkedIn and Google+. Depending on your consultation, consider third party media placement such as providing articles for other media or sponsored content. Make it simple and compelling for your prospects to choose you through relevant content.
Photo Credit: Roger Smith via Flickr
Step 4: Assess your wishbone stance. When you’re ready to wrestle for wishbone bragging rights, it’s essential to grasp that an effective strategy is all about positioning. You must get your thumb as close as doable to the tip of the wishbone. Further, it helps to let your competitor take a first try since this weakens the bone on his side. In terms of content marketing, asses your messaging stance and ensure your tailored content is integrated with the rest of your marketing. This includes linking to the appropriate products in your blog posts, providing commerce on channels like Facebook where your prospects are engaging with you, or sending a post-buy emails with helpful product usage tips. To help inspire you, check out this Clutter Control Freak post that links to the specific product, a holiday card keeper.
Step 5: Make a excellent wish. Of course, all of this work is for naught if you don’t have a really excellent wish. In marketing terms, (I know this is a reach, but bear with me) this means having a contextually relevant call-to-action for your prospect to take the next step in the buy process. A problem for many marketers is that once you’ve primed your prospect and they leave without buying, they still have an unmet need. Therefore they’ll probably buy from another firm and, as long as they’re somewhat satisfied, they may not return to your firm – ever.
The one content marketing element missing from this wishbone list is ensuring you’ve got fantastic information that, like the smell of your mother’s fresh cooked turkey, will lure people in. Without quality content, it’s hard to get your prospects, customers and the public to return for seconds and thirds. You may get them once, but after that you’ll find yourself searching for new customers. Therefore, pack your content with real protein and nutrition to engage your readers over and over again.
What else would you add to this wishbone strategy? How are you ensuring your content marketing remains focused on your butt consultation’s needs while working to get them to close the deal?
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