Connect with us

Video Marketing

How to Measure Brand Affinity: Beginner, Intermediate, and Advanced Metrics

Published

on


“Brand Affinity,” in more concrete terms, is essentially the amount consumers identify with and support your brand. Or, to put it more literally, the number of fans for your brand and the depth of their fandom.

Unfortunately, however, short of personally interviewing everyone who uses your product, visits your website, or interacts with your content, it’s impossible to objectively quantify how many people feel such a connection with your business and how deep this connection goes. So, in order to measure brand affinity, we have to get a little scrappy and look at some proxy metrics together to get a fair and accurate benchmark.

In this post, we’ll cover the metrics you should be tracking when executing a Brand Affinity Marketing strategy, broken down by how easy they are to access.

margot

Want to learn more about Brand Affinity Marketing? Check out our new four-step playbook for all the nitty-gritty details.

For the following metrics, all you need is access to your Google Analytics dashboard and permission to export data from relevant social media platforms. Let’s dig in!

Time spent with content

As human beings, when we care about the content we’re consuming — whether that’s video, audio, text, or a combination of the three — we invest more time and energy in consuming more of it. An individual’s investment of time, or “time spent” is, therefore, the simplest and most straightforward KPI to quantify brand affinity.

Google Analytics

Luckily, it’s very simple to get an aggregated number for the overall “time spent” with your content from Google Analytics. Simply multiply the number of sessions by the average session duration.

engagedusers

Your goal should be to see this number increase over time, so it’s worth benchmarking on a monthly basis. However, in order for this data to provide any meaningful insight, it first needs to be cleaned. Be sure to discount any trivial or transactional interactions from the data, and only take into account data from users who could reasonably be considered “fans.” While a new PPC campaign, for example, may result in a lot of new traffic (which can spike the time-spent metric), unless these users are coming back again on a regular basis, the touches they have with your business are not meaningfully contributing to brand affinity.

This is very simply done with the following “Engaged Regular Users” custom segment, which restricts the data only to users who have come back to your website three or more times, for at least a minute in each instance.

Wistia

When looking to understand “time spent” with your videos in Wistia, head over to the “Project Stats” page on any Channel or Project in your account. Just select your desired date range and then click “Export stats to .CSV” to get a detailed breakdown of the Time Watched for each video, which you can simply aggregate in Excel. Unfortunately, it’s not yet possible to see these numbers directly within your Project Stats yet, but stay tuned for more updates on this front.

Facebook Insights

Facebook Insights provides data on “Minutes Viewed” for your videos in aggregate, but on its own, this data is not very helpful, since it includes every 5–10 second impression on any videos you may have in your account. Because of the nature of Facebook’s “feed,” huge numbers of passing viewers and bots tend to inflate metrics in a way that gives the impression of more engagement than is probably the case. It’s very common to have thousands of “hours watched” on Facebook, comprised solely of thousands of brief encounters with users nonchalantly passing by your content as they scroll. These interactions don’t represent a genuine investment of time in your brand, so they should be discounted.

As with Google Analytics, the data needs to be cleaned of trivial interactions in order to give a fair overview of the amount of time actually being spent with your content. And, unfortunately, Facebook makes this very hard for you to do.

First, you need to export all of the video data from Facebook Insights.

exportsinsight

Then, look at the granular breakdowns of how many people have watched past a certain percentage or absolute duration. By multiplying the 95% completed views number by the video duration, you end up with a much truer reflection of time spent with your content than the default metrics they provide.

YouTube Analytics

You can easily find the default “Watch Time” metric within your analytics dashboard on your YouTube profile.

youtubeoverview

However, the more useful data is held deeper within the platform, where you can segment by traffic source.

trafficsource

YouTube (deliberately?) doesn’t let you discount trivial interactions when trying to calculate time spent, so bear in mind that the data will always include users who watched a bit of a video, weren’t very engaged, and then clicked away. Unfortunately, it’s not possible to clean the data in the same way you can with Facebook.

Here, it at least makes sense to remove all the data from YouTube advertising, since really only voluntary engagements demonstrate affinity (people don’t like you just because you forced them to watch your videos). You can then use this information as a benchmark combined with data from Google Analytics, Wistia, and other platforms.

Going beyond time spent, by using more advanced third-party tools, cookies, and email addresses, we can get a more granular view of the emerging fanbases we’re building with Brand Affinity Marketing.

Brand search volume

Google Search Console, which is a free tool, is incredibly useful for understanding how users discover your website in Search. Within the “Search Results” report, you can see the queries people are typing into a browser bar or search box on Google in order to find you. If you add in query segmentation to this report (by clicking the bar at the top) you can restrict the data to just show queries that include your brand name:

brandsearch

Assuming your brand name is unique and doesn’t conflict massively with search intent for another business, the “impressions” data here is a reasonable proxy for how many people are actively searching for your brand, which we call “Brand Search Volume.”

Brand Search Volume is a good indicator of Brand Affinity or “brand interest,” since it specifies the number of people going out of their way to navigate specifically to your website for one reason or another. All healthy brands tend to see this number climb at a steady rate, and effective Brand Affinity Marketing will usually lead to an increase in Brand Search Volume over an extended period of time. At Wistia, our “One, Ten, One Hundred” video series permanently lifted our brand search by 11%.

Number of subscribers

If you’re using Wistia Channels, you can sync up your subscriber counts with your CRM or Marketing automation platform, and then track the number of subscribers directly from there.

It’s worth combining this number with your YouTube subscribers to get a holistic overview of how many people are engaged enough with your video content to ask to receive things from you on a regular basis.

Number of engaged regular users

Using the aforementioned “Engaged Regular Users” custom segment, we can also set a benchmark for the number of visitors reaching that threshold of engagement. This metric can get slightly muddy, however, because users may regularly visit your website to check support documentation, for example, and not just to engage with your content.

It’s therefore worth modifying this segment if possible to just include users whose sessions involve engagement with your content marketing. Any investment in Brand Affinity Marketing should show a steady increase in the number of users matching this criterion.

engagedregular

Capturing an email address in the form of subscribers gives you yet another benefit — the ability to identify and track people regularly returning to your website or app.

This enables us to use the principles of marketing automation to “score” our users. However, rather than thinking about this as lead scoring in the traditional sense, in the world of Brand Affinity Marketing, this represents “fan scoring.”

Amount of content consumed per user

If you’re sending data from Google Analytics and Wistia to your CRM, you can add triggers and qualifiers that contribute to the score of any particular user.

Particularly good triggers to include here are “Reached end of a blog post” and “Watched 90% of a video.” Scoring users in this way allows you to track the amount of content consumed by any given user, assign them an engagement level, and then also observe patterns about the types of content they’re engaging with.

You can also then create groups and assign “Fan” status based on specific behavior. If you don’t have a CRM or Marketing Automation platform, however, you can do some of the work just by using Wistia Audience Stats.

For instance, we can see this suspicious-looking person has consumed a significant amount of content and is clearly a highly engaged fan. We can, therefore, benchmark his viewing consumption over time, and hope to see it remain stable, or even better, increase.

philnottingham
It’s me. I’m the highly suspicious person.

Mentions on social media with positive sentiment

If you have the budget and the inclination, it may be worth investing in a social monitoring tool for brand marketing, like Mention or Brandwatch. With these tools, you can track whenever someone mentions your brand and then run sentiment analysis to further drill-down into the types of mentions you’re receiving.

Shares of your content, positive recommendations, and affirmations all indicate strong brand affinity, whereas mentions in passing, complaints, or general conversations can indicate brand awareness without the accompanying positive sentiment.

Now, let’s take a look at some metrics that are often used in brand marketing to measure awareness and engagement — two metrics that are not reliable indicators of brand affinity.

Conversation, amplification, and applause rates

Conversation (replies), amplification (shares) and applause (likes), provided by tools like TrueSocialMetrics, are often used as an important brand marketing metric. Frequently benchmarked against competitors in crowded B2C markets, these metrics essentially compare the level of engagement you get on each social post to your historical approach, and the approach of competitors.

truesocial

The problem with these metrics when used as a brand marketing benchmark, is the false premise that social media engagement leads directly to brand affinity. What these metrics essentially show is how good you are at using social media, but that doesn’t necessarily mean consumers start liking your brand more.

Brand affinity is all about personal values and meaningful connections. For example, if someone likes a picture of a dog posted by a bank, it’s because they like the dog, not the bank.

As is often observed with “boring” companies that embrace bizarrely irreverent and off-brand behavior on social media, if you try to optimize primarily for conversation, amplification, and applause, you’re going to end up doing a lot of things that play for the attention of the lowest common denominator. Ultimately, you lose any unique voice your brand truly has in the process.

That’s not to say that these metrics aren’t useful — they absolutely can be — but they lose their value when treated as a KPI for a brand.

Number of views and impressions

Views and impressions are important marketing metrics, ostensibly demonstrating “reach,” but their perceived importance in the task of brand building is a hangover from the golden age of TV advertising. It used to be the case that the number of impressions would essentially translate into the number of people who would sit down and watch your ad, but with the ability to skip over them and increasing ad blindness, the two metrics are increasingly being pushed further apart.

As we often say, the number of impressions is not the number of people impressed. And when measuring brand affinity, you really care about the latter.

Continue Reading
Click to comment

You must be logged in to post a comment Login

Leave a Reply

Video Marketing

How to Build Hype for Your Video Series: Lessons Learned from Two Super Popular Shows

Published

on


Today, marketers not only battle for the attention of a distracted audience, but also of a skeptical one. According to Social Media Today, only 4% of consumers believe marketers practice integrity. As a result, the standard email and social media marketing campaign can only take you so far. However, with Brand Affinity Marketing, marketers are able to cut through the noise and make people love their brands — all thanks to the help of binge-worthy content.

Unfamiliar with Brand Affinity Marketing? Check out our new four-step playbook that covers everything from finding a niche audience to measuring resonance over reach.

If you’re looking to dive into the world of Brand Affinity Marketing, chances are you’ve already started to produce your first video series. That’s great! But now that you’ve got a few episodes under your belt, how do you go about getting people to know your series even exists? What tactics can you employ to get that precious word-of-mouth marketing to flow organically? In this post, we’re going to look at two of the most popular shows in recent history — Game of Thrones and Stranger Things — to give you some ideas for where to get started!

i-6hdJ3VW-X5

To generate buzz for their highly anticipated final season, Game of Thrones partnered with Aaron Rodgers, a superstar quarterback and super-fan of the show, to create a hilarious video series post on Twitter.

Sitting on his throne as the Lord of Greenwater Bay, Rodgers boasts about the Green Bay Packers’ enormous success and shows his love for Game of Thrones, helping the iconic show rack up over 5,500 favorites and retweets, proving that even the most famous celebrities bow down to the throne.

Partnering with influencers to promote your own video series is a great way to provide the social proof necessary to pique your audience’s interest and convince them to watch it. However, just like Game of Thrones did with Aaron Rodgers, it’s best to partner with influencers who actually support your brand. Audiences can sniff out an ad masquerading as a genuine shout-out faster than they click “Exit” on annoying pop-ups.

So, before you badger every influencer in your space to promote your new video series, ask the folks on your team if they’ve developed any authentic relationships with thought leaders in your space that might be willing to advocate for your new show. If so, get those conversations started and brainstorm some of the compelling content you create with them ahead of your pitch!

In Stranger Things 3, two of the main characters work summer jobs at an ice cream shop. Naturally, Netflix saw this sweet opportunity (see what we did there?) and teamed up with Baskin-Robbins to launch Stranger Things-themed ice cream, like the “Upside Down Sundae” to build hype for their upcoming season.

first one for blog
Image credit: Baskin Robins

Stranger Things 3 is also set in the summer of 1985, when Coca-Cola infamously altered their flagship soda’s classic formula. Netflix didn’t skip a beat and ended up joining forces with Coca-Cola to release New Coke for a limited time to add to the hype.

second one for blog
Image credit: Coca-Cola

At first glance, Baskin-Robbins and Coca-Cola have nothing to do with parallel universes or telepathic teenagers. But since ice cream and New Coke play big roles in Stranger Things 3, Netflix’s collaboration with these brands made complete sense and, in turn, could cleverly grab their target audience’s attention.

If you decide to collaborate with another brand to promote your video series, be strategic like Netflix and work with one that has an audience with similar interests as yours, rather than the largest one. You’ll reach less people, but you’ll resonate with more of the right people.

A week before Stranger Things 3 debuted, the show took over attractions at a Santa Monica Pier and Coney Island amusement park. By rebranding rides, a fair, and an arcade, as well as bringing in a slime-filled dunk tank, the Hawkins High cheerleaders, and 80’s cover bands, they made people feel like they were actually in Hawkins, Indiana, which helped to skyrocket anticipation around the show’s third season.

third one for blog
Image credit: The Brooklyn Reporter

Hosting an interactive event is a surefire way to generate buzz for your video series. Studies show that people value experiences much more than material objects, and when your fans can engage with your brand in-person instead of through a computer screen, they’ll feel more connected to you and will value your brand more.

Having a hard time imagining what this might look like on a scale your business could actually afford? Check out this blog post we wrote about the time we rented out a movie theater here in Cambridge, MA to screen our first-ever original series, One, Ten, One Hundred, for some inspiration.

With over 63 million views on YouTube, the trailer for the final season of Game of Thrones is one of the most-watched trailers … ever, and for good reason.

By structuring their trailer so that the moment everyone is waiting for — the final battle between the Army of the Dead and the Army of the Living — is at the very end, their audience realizes that they’ll finally get to experience the show’s climax.

Stranger Things 3’s trailer, which has over 35 million views on YouTube, relies on a similar structure to generate excitement and buzz for their latest season. They deliver a suspenseful, action-packed preview of the season that also introduces some new villains, monsters, and storylines, getting their fans just as excited for what’s in store.

When crafting your video series’ trailer, consider taking some inspiration from Game of Thrones and Stranger Things by structuring it after your plot. This will give your audience a sneak peek of your video series’ concept, characters, and story, heightening their excitement for what’s to come and increasing the odds that they’ll share the trailer with friends and colleagues. To learn how we crafted the trailer for our new talk show, Brandwagon, check out this blog post.

A year before the last season of Game of Thrones premiered, Emilie Clarke, who plays one of the show’s main characters, Daenerys Targaryen, raffled off an opportunity to watch the final season premiere with her and attend an after-party in New York City on an online fundraising platform called Omaze. Within hours of the announcement, the site crashed.

Running some sort of contest or raffle on social media that’s tied to your video series is the perfect way to get people talking about your content. Plus, by limiting the number of winners to a small handful, you’re able to leverage the scarcity principle, which taps into your audience’s desire to attain rare things. Don’t be afraid to get creative with the items you give away, too.

For our latest video series, Brandwagon, we ran a quiz on Instagram Stories and gave away Brandwagon-branded t-shirts to the first three people to get the most questions about the show correct. And while this is certainly less glamorous than attending a fancy party in New York City, to the fans of our show, this was (hopefully) an exciting way to get some free swag!

Nowadays, consumers trust people much more than they trust businesses, so why not use your fans to your advantage and build more hype around your video series? Their display of love for your brand and excitement for your upcoming show is what will persuade others to hop on your bandwagon. So, get creative and generate word-of-mouth for the series you worked so hard to produce with these tips from some of the most-watched shows in the business!

Continue Reading

Video Marketing

How to Nail Your Video Series’ Concept With a Show Positioning Statement

Published

on


Creating an original video series is an exciting endeavor for marketers. But, since it’s also probably a brand-new endeavor, you may not have a process in place for vetting show concepts. Fortunately, one of the most effective ways to create a concept worthy of loyal followers is to root it in your brand’s existing values.

That’s because people buy what you stand for as much as what you sell. If they can connect with your brand on a personal level through your values, they’ll want to spend time with your content and eventually, do business with you.

Writing what we call a Show Positioning Statement will guarantee that your video content is grounded in and reflects your company values. Here at Wistia, doing so has helped us drive the concepts and creative direction of our Webby Award-winning docuseries One, Ten, One Hundred, and our talk show for marketers, Brandwagon.

Learn how to write your own in this post to ensure that your idea for a video series is as reflective of your values as it is binge-worthy.

314A0077

Your Show Positioning Statement describes who you’re creating your binge-worthy content for, what message you’re communicating, and why your audience should care. It’s the foundation of your video series and the compass for its creative direction.

For every show you create, you should have a unique Show Positioning Statement, which should include three core elements: audience, insight, and theme. Once you identify each one, frame your Show Positioning Statement like this: “We connect with people who [audience], but [insight], by [theme].

Below are some examples of Show Positioning Statements that a B2C and B2B brand might write (they’re totally hypothetical, mind you). Follow these examples and then get started on your very own!

Audience: The subculture you’re targeting

The first step to crafting a Show Positioning Statement is identifying your target audience — ideally, a group of people outside your existing audience who share a unique belief. You might call this group a subculture or niche audience.

For a company that sells cold-pressed lemonade made without any added ingredients and believes that food and drink should improve people’s lives, their target audience could be people who strive to live a healthy, additive-free lifestyle.

After identifying this target audience, the lemonade brand’s Show Positioning Statement starts to look like this: “We connect with people who want to eat and drink more healthily.”

Insight: The unique problem your audience grapples with

The next step to crafting a Show Positioning Statement is uncovering an insight about your audience. As one of the most frustrating problems your subculture faces and is constantly trying to solve, the insight highlights the gap between their aspiration and their current situation.

For the lemonade brand’s target audience — people who want to eat and drink more healthily — one of their biggest challenges is differentiating between food and beverages that are nutritious and the ones that claim to be. This is a prevalent problem in the lemonade industry, where an overflow of brands mass-produce their beverages by mixing powder with water but still claim they’re natural and healthy.

Locked onto this insight, the lemonade brand’s Show Positioning Statement could look like this: “We connect with people who want to eat and drink more healthily but don’t know how to identify packaged food that is actually nutritious.”

314A0821

Theme: The solution to your audience’s problem

The final step in crafting your Show Positioning Statement is picking a theme, which offers a solution to your insight. As always, make sure it aligns with your brand’s values. Otherwise, your audience will perceive your brand as disingenuous and might disengage from your content.

To offer a solution to their audience’s pressing problem, the lemonade brand could show their audience how to identify nutritious food and drinks by examining the ingredients. They could also recommend certain brands from each food and beverage group.

With their theme determined, this brand’s Show Positioning Statement might end up looking like this: “We connect with people who want to eat and drink more healthily but don’t know how to identify packaged food that’s actually nutritious by exploring what ingredients actually make them healthy or not.”

Audience: The subculture you’re targeting

For this example, we’re going to talk about a brand whose software connects companies with freelancers. To attract the best customers, they need to attract the best freelancers, as the talent of the freelancers ultimately makes or breaks their product. With a target audience of people who want to build a successful freelance career, this brand’s Show Positioning Statement could look like this: “We connect with people who want to build a successful freelance career.”

Insight: The unique problem your audience grapples with

Being a freelancer is one of the toughest gigs around. You’re constantly hustling to finish projects, market your brand, and, toughest of all, close more deals. Given how prevalent this insight is in the freelance industry, this brand’s Show Positioning Statement could be: “We connect with people who want to build a successful freelance career but struggle to thrive in a cutthroat industry. ”

Theme: The solution to your audience’s problem

To help solve this problem, this brand could inspire their audience to persevere and find success as freelancers by creating a documentary about how some of the most successful freelancers have built their careers. After selecting this theme, this brand’s Show Positioning Statement could be: “We connect with people who want to build a successful freelance career but struggle to thrive in a cutthroat industry by inspiring them to persevere and find success through true, motivational stories from successful freelancers.”

1H9A9885 (1)

As you can see, by running these hypothetical businesses and their brand values through the Show Positioning Statement framework, we could easily generate a relevant, emotionally-resonant concept for their next video series. And at the end of the day, the most important part of crafting a video series is creating a compelling concept. Just think about your favorite shows and films. Do you love them and keep coming back for more because of their actors, cinematography, or special effects? Or do you love them for their stories? In most cases, it’s the latter. And that’s exactly why you need to invest time in perfecting your video series’ concept.

Continue Reading

Video Marketing

Why Your Content Strategy Should Target a Niche Audience (Not Potential Customers)

Published

on


As Raymond Williams once said, “There are no masses, but only ways of seeing people as masses.” As marketers, we tend to look at the world as three distinct masses:

  1. Existing customers
  2. Potential customers
  3. People who will never be customers

However, outside of our own lens, there’s usually nothing that unites the people within these groups. While, as a business, we tend to think of our potential customer base as a homogenous group of people who we can and should market to, this is rarely an accurate view of the world. In reality, those that are likely to buy our products and services are usually a hodgepodge of individuals from different communities and interest groups.

Marketing best practice engenders this skewed perspective. By doing keyword research, user interviews, and creating buyer personas, we’re building up a picture of the world as viewed by a fictional cohort.

“By doing keyword research, user interviews, and creating buyer personas, we’re building up a picture of the world as viewed by a fictional cohort.”

In the world of content marketing, we’re then tasked with the challenge of creating content that appeals to the interests of these people. But how can you create content that appeals to a group of people who don’t really identify as a group of people?

Let’s take a fairly straightforward example — the equally fictional musical instrument repair shop, “Don’t Fret,” run by our very own creative director.

dontfret

The potential customer base for Don’t Fret is people who need instruments repaired in Somerville, MA. There are probably two characteristics that unite this group:

  • They own musical instruments that need repair
  • They spend time in Somerville, MA

Other than that, everything else will be varied. Some of these people will be musicians themselves, some will have children who play, and some will be restoring antiques or family heirlooms. Some will have guitars, some will have cellos, and there might be the occasional oud in the mix. Some will be professionals who need a set-up to withstand regular touring, and others will be hobbyists who mostly play at home.

In short, even for a small local business like this, there’s not a whole lot that unites the entire customer base. If my task is to create content that will appeal to all customers, I’m stuck with a fairly narrow brief: I must create something that will appeal to harpists and lutists, amateurs and professionals, collectors and layman i.e. everyone, and therefore, no-one.

i-KcvD2Nt-X4

It’s easy to see how trying to be all things to all people, even for a local business with a clear audience and value proposition, often leads marketers towards creating uninteresting and uninspiring content.

Target customers, so defined, are not a group of people you can create content for. It’s a made-up group of people, an abstraction that can be helpful for you in categorizing users and interactions, but one that typically doesn’t reflect anything tangible in the real world.

While it may be incoherent to think of potential customers as a group of people to create content for, there are invariably plenty of very real interest groups that can meaningfully be served by great content marketing.

What makes them good targets are a clear shared interest that spurs a great deal of conversation, with desires and challenges related to that interest. These groups will tend to coalesce around things that significantly contribute to an individual’s identity — subcultures, passions, culture, vocations, and causes.

“These groups will tend to coalesce around things that significantly contribute to an individual’s identity — subcultures, passions, culture, vocations, and causes.”

Our challenge, as marketers, is to identify these niche audiences by finding extremely active and passionate interest groups that are tangentially related to our customer base i.e. communities that a substantial number of our existing customers are a part of.

image1

For the “Don’t Fret” guitar shop, we can see how different communities based on professions and hobbies can intersect with the customer base to provide niche audiences that have clear desires, needs, and challenges as communities.

image2

Now, there are some fairly straightforward ways of discovering these types of niche audiences for your business.

Interview your customers

Rather than just asking for their opinions on your product or service, use this opportunity to find out what makes them tick. Ask them how they spend their free time, what kind of websites they regularly visit, what organizations they’re members of, and what communities they consider themselves a part of.

Mine subreddits

If there’s a subculture, there’s usually a subreddit. Explore the depths of Reddit to discover what kinds of topics your potential customers are regularly talking about.

Explore Twitter data

Use tools like SparkToro and Followerwonk to find out what topics and content your existing customer base are most readily engaging with on Twitter. Discover if there are any trends in how people identify themselves in their bios, and look at the content of tweets to determine the topics that ignite passionate reactions.

Increasingly, effective word of mouth distribution is not only a “nice to have” that can help things go viral, but an essential ingredient in ensuring any successful content marketing campaign. Unless your content is being shared organically, both on private social networks (e.g. Slack, Whatsapp) and public ones (e.g. Twitter, Facebook), then it simply won’t be found. Both search and social are becoming “winner takes all” games, and the winner is the content that secures the most organic interest.

Word of mouth is fuelled by conversation, so the crucial first step in securing word of mouth distribution is picking a niche audience that talks to one another.

talking

Unless you represent a sports team, your customers probably won’t talk to each other on a regular basis, so this necessitates moving as far away from this broad, all-encompassing audience as possible and towards a very focused target group.

The more niche your target audience, the more likely you are to be able to create the best content in the world for that community. There’s a wealth of content that’s created to loosely appeal to broad demographics and industries, but very little that’s made for the communities of a few thousand people who are super-passionate about specific things.

You create word of mouth by finding your nerds. Take again, our creative director’s fictional repair shop, “Don’t Fret.” We could create content about how to restring a guitar‚ which would appeal very loosely to most of our customers. But, there are a million and one tutorials online that explain how to restring a guitar, and ours would be adding nothing new to the pile, meaning very few people would care, and the content likely wouldn’t get found.

“There are a million and one tutorials online that explain how to restring a guitar and ours would be adding nothing new to the pile.”

However, if we decide to create some content about how to reduce humidity fluctuations in a dive bar, aimed at sound technicians, we’ll be creating genuinely unique content that’s extremely interesting just for the small subset of people who manage live sound at neighborhood bars and clubs around the world.

Because it will appeal to those folks specifically, this content will stand a better chance of being shared, and these sound engineers will grow an affinity towards our brand because we created something genuinely useful and interesting for them. They might then recommend us to the people they speak to regularly (musicians), who in turn discover and recommend us to those they influence, and so on.

image3

This content will then eventually lead to awareness and affinity amongst our target audience, even though the content is far too specific to be of interest to the vast majority of people who need an instrument repaired.

This is why, paradoxically, targeting extremely niche audiences, and making the best content in the world for them is the most scalable way to increase affinity amongst a broad base of potential customers.

Continue Reading

Trending

Copyright © 2019 Plolu.