Connect with us

SOCIAL

How Aspirational Content Inspires Action

Published

on

How Aspirational Content Inspires Action

It’s Monday afternoon. Dana, the CEO of a small but growing consultancy, is settling in for a time-blocked session to figure out which social media management tool to choose. She’s just hired a social media intern and wants to set him up for success.

Dana has already completed her preliminary research and narrowed her focus to Buffer, Hootsuite, and SocialPilot. She visits each site in turn.

  • Hootsuite’s home page copy speaks of ease, growth, and one-tab convenience: Social media management, but make it easy. Watch your social media stats skyrocket without breaking a sweat. Hootsuite brings scheduling, engagement, planning, and analytics to one tab.
  • Buffer’s home page leans on audience growth. It also speaks of values and sneaks in the characterizing keyword “ambitious,” which helps people relate and think, “Yes, that’s me:” Grow your audience on social and beyond. Buffer helps you build an audience organically. We’re a values-driven company that provides affordable, intuitive marketing tools for ambitious people and teams.
  • SocialPilot’s page talks about hitting goals and feature completeness: Everything you need to hit your Social Media Marketing Goals. Powerful Publishing. Seamless Collaboration. Insightful Analytics. Smart AI Assistant.

All else being equal — including price, flexibility, product quality, and ease of use — which would you choose? Which vendor most resonates with you?

Buffer’s copy draws me in most. It shies away from features and functions and focuses on what I want — growth. It also tugs at a need within me that says, “Yes, I want to consider myself an ambitious person” or “Yes, I am ambitious.”

Buffer’s method is what this article is about — aspirational content.

Aspirational content: Differentiating your brand in a sea of sameness

Much content marketing, especially in B2B, emphasizes problem-solving and pain points. This approach leans on the logic that businesses want solutions to specific problems, and content that addresses those problems can engage potential customers.

But if your content focuses solely on pain points, you may overlook a crucial side of the customer journey — the aspirational side. Aspirational content aligns with the buyer’s vision of success, progress, and the ideal state they want after overcoming challenges. This type of content can be potent because it goes beyond the buyer’s immediate problems to their long-term goals and ambitions.

Aspirational content also aligns with Bain & Company’s B2B Elements of Value. Bain research turned up 40 elements of value for B2B buyers and placed those elements in a hierarchy. Not surprisingly, aspects like pricing, specifications, and features — what marketers tend to focus on in their content — sit at the bottom of the pyramid.

But look at what’s on top: Personal touchpoints, like the ability to expand a network, boost a reputation, and vision and hope.

Hope versus aspirations

In my mind, hope is a lesser version of aspiration. Hope is a more general desire for something to happen or be true. It’s often based on external circumstances and can be passive. For example, you might hope for good weather or to win the lottery. Hope is a sense of optimism or a wish for a positive outcome, regardless of your efforts to make it happen.

Aspiration is more specific and active. It involves a strong desire to achieve personal goals or ambitions. Aspirations link to efforts and actions, for example, aspiring to be a successful author or running a marathon. It implies a set of steps or plans to achieve a specific goal.

In the sense of B2B content, aspiration is a better word. Business owners and marketers don’t “hope” to solve business problems. If all they did was hope, they might be out of a job. Instead, they aspire, and their aspirations sit on the other side of the sale — on the other side of the pain.

This gap between pain and pleasure is an opportunity for you. Adding more aspirational content into your mix allows you to differentiate yourself and paint a more holistic vision in the buyer’s mind. Aspirational content inspires and motivates, giving buyers a vision of what’s possible.

Your observation aligns with the evolving landscape of content marketing, where there’s a shift towards more balanced and comprehensive approaches that cater to the full spectrum of the buyer’s journey, from recognizing a problem to envisioning a better future.

Take a breath: A closer look at the word aspire

Being a curious person and word nerd, I looked up the definition of the verb aspire. It comes from the Latin ad spirare, which means to breathe.

Notice how one of its meanings is to pant. I would go further and say to pant after.

So when your prospects aspire to be, have, or do something, you might say they energetically pant after it.

I love little word treasures like that.

In this article, I’ll share a few examples of aspirational content and three ways you can tap into your prospects’ aspirations.

Ready? Let’s go.

3 examples of aspirational content

To illustrate how you can use aspirational content, let’s look at three examples. These cases show how different brands tap into customer aspirations, creating a powerful connection beyond resolving immediate pains.

1. Verizon

Verizon’s Small Business Digital Ready home page is an excellent example of aspirational content.

In partnership with Next Street and Local Initiatives Support Corporation, the Verizon Small Business Digital Ready program gives under-resourced small businesses the tools they need to grow and thrive in the digital economy. Small business owners who register on the platform get free, personalized access to online courses, mentorship opportunities with industry experts, peer networking events, 1:1 expert coaching, and incentives, such as grant funding opportunities.

The text on the program’s home page illustrates that Verizon sees who its prospects are and what they aspire to be, do, and have — not just to sell phone services.

Look at the heading – that’s what Verizon is “selling.”

They’re selling “big opportunities.”

Are you looking for big opportunities?

I am!

2. A private school

Many years ago, I discovered a fabulous example of aspirational copy on the home page of a private school. The page at the time had a photo of a smiling, young child and three words only:

Number cruncher. Diplomat. Explorer.

As a parent, that copy spoke to me hard, as it was supposed to do.

The marketer who chose those words understood my aspirations for my children.

I wanted them to succeed, whether as an accountant, a diplomat, or an explorer.

Sadly, the page now says, “Discover brilliance.” For this article, I looked at the home pages of at least 20 private and public schools, hoping to find a recent example of aspirational copy to share with you, but I could not find one.

If you market for schools, take note.

3. PictoClub

PictoClub sells bespoke and original artwork to the trades and to “unconventional collectors.” You can find and commission paintings, photographs, sculptures, and even books on its website.

What led me to include PictoClub is the name of its blog: The Aspirational.

There’s nothing like being out in the open about what you’re after.

Now, let’s look at three ways you can tap into the aspirations of your prospects in your content.

1. Understand the stories your prospects tell themselves

One fundamental way to tap into your prospects’ aspirations is to ask what stories they tell themselves.

Understand the story that’s going on in their minds right now, and then reflect what you see back to them.

What or how do they think of themselves? How do your prospects want the world to see them?

Me, I like to think I’m a rebel. So when I discovered a company called Big Ass Fans, I fell in love.

It’s a name that likely turns a lot of people off. But me? I love it. It’s a bit irreverent but honest and authentic. They sell big ass fans.

I’m a fan of Big Ass Fans, and I’ve never even purchased one. But I love the idea and want to buy from them someday.

I also tell people about the company even though I haven’t yet purchased from them — just as I’m telling you right now.

Another company that connects with the rebel in me is Velocity Partners, a content marketing agency out of London.

I love how their ebooks break the rules of ebook design, for example, with this struck-through heading.

And the cuss words.

Elements like those are why I like the brand. I aspire to be like them. I like the things they think and share.

2. Know what your prospects want to be, do, and have

Another way to think about the aspirations of your perfect potential customer is to ask yourself what change you seek to help them make.

What do you want customers to say about themselves before and after purchasing? Work through the before and after for beliefs, states of being, statuses, feelings, and mindsets.

Here’s a handy chart that explains better than words.

Here’s an example using different before and after states.

3. Celebrate achieved aspirations with customer success stories

Another way to tap into aspirations is to highlight real-life examples of customers who’ve achieved their aspirations thanks to your product or service. This approach validates that your offerings work and inspires your audience.

When writing the story, do so in a way that lets the customer’s transformation unfold.

  • What’s the customer’s before state? Open with a story of the customer’s day in the life before you came along. What was life like before they searched for a solution? Be detailed. Select just a few specific moments. Include quotes so the customer can speak for themself.
  • What ultimately triggered the search for help? What were their aspirations? Where did the customer look for help? Why did they choose you over others? Include quotes.
  • How did the help unfold? Was there an implementation process or a discovery workshop? What was it like for the customer? Include quotes.
  • What’s the customer’s life like now? Finally, finish by painting a picture of a day in the customer’s life afterward. Be detailed. Use quotes. Most importantly, show how your company helped the customer achieve their aspirations.

What’s next? Go beyond pains and features and functions: Paint possibilities

Remember Dana, our CEO from the opening story? If I were Dana, and each social media management tool had the same features, functions, and pricing, I’d have been won over by how the tool helped me see my future success. And that’s the essence of aspirational content — painting possibilities.

As you craft your next piece of content, ask yourself: Does it help my audience envision a brighter future? Does it speak to their deeper desires and ambitions? If the answer is yes, congratulations. You’ve moved beyond selling a product or service to selling a dream — which is what your prospect is really buying.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SOCIAL

12 Proven Methods to Make Money Blogging in 2024

Published

on

Make money blogging

 

Make money bloggingThis is a contributed article.

The world of blogging continues to thrive in 2024, offering a compelling avenue for creative minds to share their knowledge, build an audience, and even turn their passion into profit. Whether you’re a seasoned blogger or just starting, there are numerous effective strategies to monetize your blog and achieve financial success. Here, we delve into 12 proven methods to make money blogging in 2024:

1. Embrace Niche Expertise:

Standing out in the vast blogosphere requires focus. Carving a niche allows you to cater to a specific audience with targeted content. This not only builds a loyal following but also positions you as an authority in your chosen field. Whether it’s gardening techniques, travel hacking tips, or the intricacies of cryptocurrency, delve deep into a subject you’re passionate and knowledgeable about. Targeted audiences are more receptive to monetization efforts, making them ideal for success.

2. Content is King (and Queen):

High-quality content remains the cornerstone of any successful blog. In 2024, readers crave informative, engaging, and well-written content that solves their problems, answers their questions, or entertains them. Invest time in crafting valuable blog posts, articles, or videos that resonate with your target audience.

  • Focus on evergreen content: Create content that remains relevant for a long time, attracting consistent traffic and boosting your earning potential.
  • Incorporate multimedia: Spice up your content with captivating images, infographics, or even videos to enhance reader engagement and improve SEO.
  • Maintain consistency: Develop a regular publishing schedule to build anticipation and keep your audience coming back for more.

3. The Power of SEO:

Search Engine Optimization (SEO) ensures your blog ranks high in search engine results for relevant keywords. This increases organic traffic, the lifeblood of any monetization strategy.

  • Keyword research: Use keyword research tools to identify terms your target audience searches for. Strategically incorporate these keywords into your content naturally.
  • Technical SEO: Optimize your blog’s loading speed, mobile responsiveness, and overall technical aspects to improve search engine ranking.
  • Backlink building: Encourage other websites to link back to your content, boosting your blog’s authority in the eyes of search engines.

4. Monetization Magic: Affiliate Marketing

Affiliate marketing allows you to earn commissions by promoting other companies’ products or services. When a reader clicks on your affiliate link and makes a purchase, you get a commission.

  • Choose relevant affiliates: Promote products or services that align with your niche and resonate with your audience.
  • Transparency is key: Disclose your affiliate relationships clearly to your readers and build trust.
  • Integrate strategically: Don’t just bombard readers with links. Weave affiliate promotions naturally into your content, highlighting the value proposition.

5. Display Advertising: A Classic Approach

Display advertising involves placing banner ads, text ads, or other visual elements on your blog. When a reader clicks on an ad, you earn revenue.

  • Choose reputable ad networks: Partner with established ad networks that offer competitive rates and relevant ads for your audience.
  • Strategic ad placement: Place ads thoughtfully, avoiding an overwhelming experience for readers.
  • Track your performance: Monitor ad clicks and conversions to measure the effectiveness of your ad placements and optimize for better results.

6. Offer Premium Content:

Providing exclusive, in-depth content behind a paywall can generate additional income. This could be premium blog posts, ebooks, online courses, or webinars.

  • Deliver exceptional value: Ensure your premium content offers significant value that justifies the price tag.
  • Multiple pricing options: Consider offering tiered subscription plans to cater to different audience needs and budgets.
  • Promote effectively: Highlight the benefits of your premium content and encourage readers to subscribe.

7. Coaching and Consulting:

Leverage your expertise by offering coaching or consulting services related to your niche. Readers who find your content valuable may be interested in personalized guidance.

  • Position yourself as an expert: Showcase your qualifications, experience, and client testimonials to build trust and establish your credibility.
  • Offer free consultations: Provide a limited free consultation to potential clients, allowing them to experience your expertise firsthand.
  • Develop clear packages: Outline different coaching or consulting packages with varying time commitments and pricing structures.

8. The Power of Community: Online Events and Webinars

Host online events or webinars related to your niche. These events offer valuable content while also providing an opportunity to promote other monetization avenues.

  • Interactive and engaging: Structure your online events to be interactive with polls, Q&A sessions, or live chats. Click here to learn more about image marketing with Q&A sessions and live chats.

9. Embrace the Power of Email Marketing:

Building an email list allows you to foster stronger relationships with your audience and promote your content and offerings directly.

  • Offer valuable incentives: Encourage readers to subscribe by offering exclusive content, discounts, or early access to new products.
  • Segmentation is key: Segment your email list based on reader interests to send targeted campaigns that resonate more effectively.
  • Regular communication: Maintain consistent communication with your subscribers through engaging newsletters or updates.

10. Sell Your Own Products:

Take your expertise to the next level by creating and selling your own products. This could be physical merchandise, digital downloads, or even printables related to your niche.

  • Identify audience needs: Develop products that address the specific needs and desires of your target audience.
  • High-quality offerings: Invest in creating high-quality products that offer exceptional value and user experience.
  • Utilize multiple platforms: Sell your products through your blog, online marketplaces, or even social media platforms.

11. Sponsorships and Brand Collaborations:

Partner with brands or businesses relevant to your niche for sponsored content or collaborations. This can be a lucrative way to leverage your audience and generate income.

  • Maintain editorial control: While working with sponsors, ensure you retain editorial control to maintain your blog’s authenticity and audience trust.
  • Disclosures are essential: Clearly disclose sponsored content to readers, upholding transparency and ethical practices.
  • Align with your niche: Partner with brands that complement your content and resonate with your audience.

12. Freelancing and Paid Writing Opportunities:

Your blog can serve as a springboard for freelance writing opportunities. Showcase your writing skills and expertise through your blog content, attracting potential clients.

  • Target relevant publications: Identify online publications, websites, or magazines related to your niche and pitch your writing services.
  • High-quality samples: Include high-quality blog posts from your site as writing samples when pitching to potential clients.
  • Develop strong writing skills: Continuously hone your writing skills and stay updated on current trends in your niche to deliver exceptional work.

Conclusion:

Building a successful blog that generates income requires dedication, strategic planning, and high-quality content. In today’s digital age, there are numerous opportunities to make money online through blogging. By utilizing a combination of methods such as affiliate marketing, sponsored content, and selling digital products or services, you can leverage your blog’s potential and achieve financial success.

Remember, consistency in posting, engaging with your audience, and staying adaptable to trends are key to thriving in the ever-evolving blogosphere. Embrace new strategies, refine your approaches, and always keep your readers at the forefront of your content creation journey. With dedication and the right approach, your blog has the potential to become a valuable source of income and a platform for sharing your knowledge and passion with the world, making money online while doing what you love.

Image Credit: DepositPhotos



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

Published

on

By

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Catering to specific audience boosts your business, says accountant turned coach

Published

on

Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending