Sales Strategy
Content Marketing And Yoga! | April 01, 2015 (0 comments)
Miami, FL—Since the world has become more and more health conscious, we seem to be running from Soul Cycle to barre class, suspension training, boot camp, CrossFit and yoga, trying to find what is best for us. But the same kind of thinking also applies to your content marketing.
Sound strange? I did some research on how to equate fitness classes with content marketing and here’s what I found out. Think it seems like a “stretch?” LOL and read on!
1. It’s all about QUALITY. When choosing a fitness class, most choose a class that is somewhat challenging, balanced and a full body workout. If the class doesn’t make you sweat or add some value to your fitness regimen, you probably won’t return.
The same goes for content marketing. Consumers want accurate, innovative, and interesting information that helps them do whatever they do, better. If you can achieve this goal and give them that, they will be back for more.
2. It’s all about ADDING VALUE. If you don’t add value to their lives, they’ll find someone else who does. There are hundreds of fitness classes taught by dozens of instructors, so no one is at a loss for variety or choice. If the class isn’t great, participants will simple find another one.
In content marketing, the competition is equally as fierce. If your brand (your store) isn’t providing beneficial information and adding value to their needs and shopping experience, consumers will have no problem finding another store that does.
3. It’s all about ADDING INTRIGUE. Good instructors make classes challenging, innovative, fresh and dynamic. Participants feel like they are missing out if they miss a class. My yoga teacher always has a cool new playlist and new challenging moves that I don’t want to miss.
The same holds true for content marketing. This is very important. Every article, magazine issue, Tweet, Facebook post and store event is an opportunity to draw your audience/consumer closer. This not only brings value, but also surprises and delights your clients with information they didn’t know they needed. Marketers who continually deliver on this earn brand loyalty!
4. It’s all about COMPELLING CONTENT. Students in a fitness class can get to know and like the instructor and attend a few classes, but the relationship is not what keeps them coming back, especially if the class is not meeting their fitness needs. Ideally, the most successful instructors do have great relationships, but more importantly, they keep creating new routines that keep their students intrigued and on their toes.
Content marketing is very similar in that a user who likes your brand won’t necessarily come back if your content isn’t compelling and does not draw them in. A symphony of the two is what will turn a casual customer into a Super Fan!
Andie Weinman (above), president and CEO of Preferred Jewelers International / Continental Buying Group Inc., was born with the “Jewelry Gene” working in the jewelry industry since she was only ten years old. Her first job was as a cashier in the opening of a catalog showroom doing a fantastic job even at that tender age. Andie holds a B.A. in musical theatre and a B.S. in marine biology from The University of Tampa. When she realized that seawater and marine biology were not good on her hair and she wasn’t quite good enough to make it on Broadway, the jewelry business beckoned. Andie has picked diamonds, sorted color stones, shot waxes and performed a multitude of jobs in the manufacturing of jewelry. Her negotiating experience and prowess has given her the reputation as being tough but fair in her dealings with vendors. In 2012 the Indian Diamond and Color Association awarded Andie the Prestigious Doyenne Award of the Year.