“Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.” – Steuart Henderson Britt.
Selling without marketing is setting yourself up for failure. The right type of content and marketing gets you thousands of views; the wrong type gets your efforts wasted. The right kind of content marketing means making sure that your product/service gets in front of the people who are, or could potentially be, interested in buying. You might be wondering, “If I’m creating good content, why should I waste my time getting to know who is viewing it?” A successful digital content creator and YouTuber, Brian Dalmaso, has an answer to that question. And it is something you might want to pay close attention to.
“As a content creator, your fans form the foundation of your business model. If people don’t like your style, they will move on to the other thousand or so creators in your niche. This means that having a finger on the pulse of your fans is crucial,” believes Leon.
Any business person worth their salt knows that where you can get something for $10, spending $100 is stupid. That applies to you as a content marketer. Your efforts might be costing you hundreds, even thousands, of dollars in time and resources, without getting you the number of conversions that your efforts deserve. The solution? Work smart, not hard. The smarter way to go about it is to know your target audience. Analyze your demographic. Study the majority and what they have in common:
- How old are they?
- What is their gender?
- Where are they from?
- What are their hobbies and interests?
Brian Dalmaso suggests that you can position yourself better once you have all of this information. Let’s say, through your research as a crypto content creator, you see that most of your fans are aged between 18-25. They’re working professionals from North America looking to invest in a side hustle. Their hobbies include soccer and video games. Now, you can change the tone of your content from one that might appeal to middle-aged golf dads to the fast-paced Gen Z with shorter attention spans. You switch between talking about crypto and last night’s game. You might use the latest memes to explain a complex topic. Now, you’ve got your fans coming back for more of that – content that speaks directly to them. Leon says this is how you build a loyal fanbase with a touch of uniqueness. Because no matter how good you are, you’ve lost if your fans don’t get what you are saying.
Speaking to your fans in a language they understand sets you apart from all the other content creators out there who are talking about the same things that you are. And that, Brian Dalmaso says, is how you win the game of content creation.