Page 78 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

The Tao of Twitter many years ago, the most successful marketing organizations
don’t think of themselves as B2B or B2C—they’re P2P, striving every day to
use these miraculous technologies to connect people to people.

Anybody can figure out ways to generate short-term web traffic. But that’s
simply a battle for attention you can never win. Let your competitors knock each
other out over that. Place your focus in just one place — nurturing a truly loyal
audience by running your business in a way that demonstrates mutual respect,
gratitude, enduring trust, and … dare I say it? Love. Love is not a word usually
embraced by businesses, but how can you create unyielding loyalty without it?
Maybe love is the ultimate killer app.

How would your business be transformed if your focus was demonstrating
respect, gratitude, and love instead of “traffic?”

This is the digital crossroad, a genuine point of business differentiation today.
You can pay people to create great content and then pay people to promote it.
Huge companies will escalate and automate their content arms race with breath-
taking, epic videos. Eventually computers will be creating excellent content for
you with a push of a button. But traffic alone will never, ever create an Alpha
Audience.

Building the Alpha Audience through involvement

One of the most powerful ways to create an Alpha Audience of your own is to
involve them in the content creation process. Wouldn’t you love to be featured
on the Facebook page of a company you adore? Wouldn’t your passion for a
company be inflamed if you were recognized and celebrated by a beloved
brand’s blog?

With the free social media applications available to nearly everyone, the
barriers to creating and publishing content are near zero. Here are some great
examples of companies building an Alpha Audience through involvement:

GoPro8: This company sells small video cameras that can be mounted on
your body or vehicle (well … anything really) to capture your activities
(like a camera on a helmet worn when skydiving). The tagline “Capture +
Share Your World” is the core of its marketing theme. GoPro has become
one of the highest-performing brands on YouTube, a calculation based on
popularity, time on site, repeat viewership, and shares. When you look
through GoPro’s YouTube channel, you find videos of everything from
people jumping off of roofs to a fireman saving a kitten. GoPro’s customer-