Page 50 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

Can your content address customer needs in their nuanced language?
By researching social media platforms and online forums, can you
determine the very specific likes, dislikes, and pain points this segment is
discussing?
What are the key places, conversations, and keywords that connect your
company with that microsegment?

Step 3: Craft your focused microsegment content

Build on themes, concerns, and trends highlighted from the research
Use the native language and idioms of that segment
Identify like-minded employees, or influencers, who can naturally engage
with that microsegment

By creating messages in context, content can be delivered to your consumer
because of where she is, who she is, relevant announcements she cares about,
and breaking news events. Having that type of useful information builds social
currency and is a powerful motivator to share.

We’re approaching an era when the information we need most will be
coming to us—we won’t have to search for it. It will be an Internet, instead of an
Internet. Watch how Amazon anticipates your needs. That’s how the Internet
will be conforming to you soon.

A fourth way to use exclusivity to your advantage is to create communities
help consumers connect with each other—not just with your brand. The New
York Times research defined high-potential sharers by six categories of people
who tend to band together on the web:

Altruists: Altruistic sharers are people who want to be seen as helpful and
reliable. They’re thoughtful and well-connected. Their primary method for
sharing content is through email.
Careerists: Careerists want to be seen as valuable and upwardly-mobile.
They want to share content that makes them seem intelligent and well-
connected. A primary platform for them is LinkedIn.
Hipsters: Hipsters regard content sharing as an integral part of who they
are. They’re the least likely group to use email and lean toward Twitter and
emerging social media platforms. This is a youthful group who wants to be
seen as creative and cutting edge.
Boomerangs: Boomerangs are highly validated by the reactions they get
from their posts. They want to be provocative and earn attention through