Different Content for Moments of Need Versus Moments of Impulse
May 2, 2016
Even with the growing acceptance that people don’t like to be sold to, marketers tend to struggle with creating content and experiences that don’t directly push product. The whole idea of creating interesting content rather than “selling” content is antithetical to a marketers sense of purpose. So new content is started with the best intentions of being an incredibly engaging, value-laden, non-selling piece…and the marketers sub-conscious takes over and the product push finds it’s way into the piece before they know it.
How can you overcome that sneaky subconscious? How can you become less itchy about creating content that doesn’t sell, sell, sell?
I’ve written before about the idea of creating content around moments of need. (Talked about it, too.) That’s all about creating content that answers the questions your audience will be asking when they knowingly act on desires. But the other mindset to consider—the method that will help you think differently about that indirect content—is by thinking differently about the starting point of people’s buying journey. Segment your thinking about your audience as “intentional buyers” and “impulse buyers.”
Intentional buyers have moments of need. Impulse buyers have, well, moments of impulse.
The graphic above details the differences between the two types of content. But the crux is this:
– Content for “moments of need” is value-laden and tuned for a specific question – the right content and the right time for the right audience which will help someone make a decision and take action.
– Content for “moments of impulse” can also be value-laden, or simply relevant entertainment. But it’s tuned more toward a specific interest that has not yet become a need. It’s entertainment with intent. It’s content that moves passive engagement toward impulsive action.
Watching TV as a kid, I used to run to the bathroom during the shows so I could make it back for the commercials. Those days launched me down a path that included layout and writing for the college paper; communications strategy for political campaigns; marketing strategy and graphic design for Gensler (a global design and architecture firm); and the implementation of new programming, animation and design techniques for Centerline. Today I specialize in content marketing strategy and building digital deliverables to execute those strategies. But it’s about more than just creating killer digital content. At Centerline, we help clients succeed in the digital marketplace using a three-pronged approach: strategic (message creation, brand strategy), tactical (design, development), and analytical (measurement and adaptation). This experience-tested approach allows me to build campaigns that are both well-designed and effective for clients like IBM, GE and National Instruments.