As a business owner for the past 21 years, I’ve run the gauntlet of marketing practices from traditional marketing in the form of print advertisement to guerrilla marketing tactics.
Traditional marketing was all about reach and frequency. Reach being the number of people you reached with your message and frequency was the number of times they read or heard your marketing message. Print media or television being the main medium of delivery.
Today marketing is a whole new animal. The digital age makes it possible for brands to engage customers and prospects who crave content on a regular basis. Yet with all the information that comes to a person’s inbox, through social media, and via the internet, the mind goes into information overload. Our attention span has been reduced to that of a five-year-old. People would rather be entertained than read. As a brand, you may be asking, what is the best way to deliver content to your ideal customer? I’m glad you asked.
To rise above the noise, competition, and grab the attention of your target audience, enter the realm of Digital Edutainment Marketing.
What is Digital Edutainment Marketing?
Digital edutainment marketing is a strategy in which your target audience is educated through content marketing while being entertained at the same time through digital means (social networking sites, online videos etc.) – edutainment.
A content strategy provides your brand the opportunity to educate and provide valuable information about topics relevant to your target audience. It’s about engaging your prospects and customers in a meaningful way and distributing your message across all digital channels.
Implement these four steps to get started with your digital edutainment marketing.
1. Identify your target audience.
To be successful in any form of marketing you must first have a clear understanding of who is your ideal customer. When you try to be everything to everyone, you are nothing to no one; so focus on one customer segment. Once you’ve identified your ideal target buyer(s), then do all you can to understand that person and figure out where you can find more like them.
2. Understand the target audience’s greatest challenges or problems. Identify topics that are relevant to them.
Now that you’ve identified your target audience, the next step is to figure out what makes them tick? What keeps them up at night? What challenges are they facing in their business? What are their pain points and more importantly how can the content that you provide help them to solve these problems? Where are they stuck in their business and how can you help them get unstuck and move them forward by resolving their issues. That leads me to the next step in creating the content strategy.
3. Produce high-quality content that is of value to your readers.
Anyone can produce content. The key element is creating content that offers value and has high-impact for your industry. High impact addresses a problem your market may be experiencing or answers a question they may have. Creating impactful content will also ensure that people will share it with others.
Here are a few things to consider when creating your content so that it provides value to your target audience:
- Develop how-to content that offers readers practical advice or step-by-step instructions, chunked down so that it is easy to consume.
- Become a thought leader about what’s going on in your industry rather than focus on information about your company’s product or service.
- Steer people to valuable resources – even if they are not your own.
- Share your research and insights on information that the target audience may not otherwise have access to.
Keep in mind that the more actionable and useful your content is, the more useful it will be to your prospects and consumers.
4. Use a combination of delivery methods to deliver your message
Marketing is all about getting the right message in front of the right audience at the right time. Fortunately for us, there are a variety of vehicles that can be utilized to deliver your message to the right people at the right time.
Here are few content delivery vehicles you can consider to get your content out to the target audience:
- Your business website and blog
- Content sharing sites such as SlideShare, article directories, iTunes, Scribd, Docstoc)
- Social media networking sites (Facebook, Twitter, Google+, LinkedIn, YouTube, Vimeo, etc.)
- Your company newsletter
- Direct marketing firms – delivered in the form of direct mail campaigns, paid newsletters and catalogs
- Paid Channels – LinkedIn and Facebook Ads, sponsored YouTube Channels and promoted tweets
When selecting which channels you will use to deliver your content, remember that people want to be entertained while being educated so be sure to include platforms that will allow you to do both; to make it digital edutainment content marketing.
Learn how you can craft an engaging content marketing strategy at the Digital Edutainment Marketing Masterclass. For more information visit STJobs.sg/Bootcamp today.