G’day … Trevor here …

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New research shows that from Boomers to Gen Z, authenticity matters!

Some interesting insights in this article by Mara Singer - on Mark Schaefer's {Grow} blog - about digital authenticity as perceived by the the four consumer generations, from Gen Z to Baby Boomers.

While Mara's article refers to what her research findings mean in terms of partnering with influencers (relevant for some, but not everyone), the ideas and thinking provided apply equally to solopreneurs and founders of growing businesses who publish their own content online.

Mara sums up her findings succinctly: "Across all generations, there’s this delicate dance between accuracy (being truthful and transparent) and humility.

The younger crowds tend to value accuracy more, while the older generations put more weight on humility. It’s like a social media seesaw!"

This research clearly underscores the value of knowing who you're communicating with. If you're creating content to support your business goals and commercial ambitions, it's imperative you know the audience you're targeting!

As I write this, I’m listening to Judie Tzuke’s second album Sportscar, released way back in 1980.

While I enjoyed Judie’s debut album (Welcome to the Cruise) and the hit single ‘Stay With Me ‘Til Dawn’, I feel Like Sportscar was a more mature effort, with the jazz-inflected (and underrated) ‘Living on the Coast’ a highlight.

Living on the coast
You see no one beyond the waterline
You make yourself feel better
By breathing in the air

What’s your current go-to album you’re listening to? Hit REPLY and let me know!

How to turn educational content into a marketing weapon for your business

Many entrepreneurs are thriving in today’s socially-connected economy because they inherently understand how to use education to market their brand and grow their business.

Old school marketing – interrupting people with your blatantly promotional messages – has always been a tough gig, but it’s getting tougher by the minute. Advertising costs continue to grow while audiences splinter like crazy.

And let’s not forget people are becoming super-savvy at blocking out incessant white noise; they simply don’t have the time, the inclination or indeed the attention span to listen to your one-way promotional messaging.

One workaround is for brand owners to reframe the way they think about marketing and communications.

Your REAL competitors

Think about who your real competitors are, and they’re not necessarily the guy down the (virtual) road who sells the same stuff as you to the same group of customers.

No, your real competitor is the friend who sends his mates funny cat videos or weird Snapchat photos, family members who message one another on Facebook, and strangers who rattle off tweets about hot new trends or the latest political party leadership spill.

And let’s not forget the myriad bloggers, podcasters and YouTubers who share their passion for all manner of weird and wonderful topics at every digital turn.

These are your competitors, and they’re damn good at garnering the attention of your target audience.

So what are you going to do about it?

If we’re to cut through, connect and resonate with our intended audience, we stand a far better chance if we understand what their desires, needs and challenges are and then provide relevant and timely information that educates, inspires and empowers them with knowledge around those interests, motivations and pain-points.

Education is key!

If your idea of marketing is to bang on about your products and services all the time, yelling at all and sundry about how great your company is, you’d better have deep pockets and be prepared to become frustrated when your efforts don’t yield the results you’re after.

But start being useful like Brian Goulet from The Goulet Pen Company, whose helpful videos are super-effective in attracting people to his online store, and your chances of cutting through with your audience will, in all likelihood, increase.

[ READ: Inspirational case study - Six powerful PR and content lessons from The Goulet Pen Company ]

Want another example?

The Missouri Star Quilt Company owes its incredible success to its folksy YouTube video tutorials.

The company’s YouTube channel boasts 943,000 subscribers and its videos have been viewed over 323 million times – an incredible feat! 

Key to Missouri Star’s success with video has been its consistency of output plus a tight focus on educating its audience around all things quilting, including DIY projects that people can try at home.

Okay, the above two examples are for product-based businesses. What about services?

If you sell a service, I think you’ll find that education-as-marketing is a super-powerful strategy. I’m not talking simply ‘nibbling at the edges’ (i.e. ticking a content box) - many business owners do that 🤨 - but going all-in, and over-indexing on helpful utility content i.e. useful insights and how-to information that people can take away and use in their life.

The word that springs to mind is relentless. To win with this strategy, you need to be purposeful and relentless in your delivery of content that educates viewers (or readers or listeners, depending on the medium you use).

Following are some excellent examples:

Adam Franklin (Bluewire Media)

Adam Franklin, who runs Bluewire Media, happily gives away a great deal of his digital marketing knowledge and expertise via a growing catalogue of free marketing templates and ebooks.

Traci Chen (migration Lawyer)

Traci Chen is the CEO of a growing Australian migration law firm recognised for its commitment to simplifying migration processes.

Traci uses YouTube and TikTok to keep her audience updated with all things Australian migration.

Focus on financial services

Chris Stano (SuperGuy) - Dave Zoller (Streamline Financial Services) - Alex Kerr (Mortgage Chain)

There’s so much smoke-and-mirrors when it comes to financial services, that getting no-bullshit practical (general) advice and insights is hard to come by.

However, when a financial adviser or mortgage broker is willing to break down complex topics and issues, and share their knowledge and expertise simply and efficiently (with minimum jargon!), it’s goes a long way in attracting an audience, some of whom might become be potential clients.

It’s all about relatability and building trust.

Here are Chris, Dave and Alex in action!

CHRIS STANO AKA SUPERGUY 👇

DAVE ZOLLER 👇

ALEX KERR - MORTGAGE CHAIN 👇

While Chris, Dave and Alex all use videos as their content medium of choice, it doesn’t mean the written word can’t be used to full effect!

For example, Ontario’s Russell Alexander Family Lawyers have put together an online divorce information centre that’s chockfull of useful articles for people considering, or going through, the divorce process.

Meanwhile, in the UK, business and landlord insurance company Simply Business has an informative Knowledge Centre on its website designed to educate its key target audiences – small business owners and landlords.

Knowing who you’re creating content for is critical, and both of these companies have certainly got their audience down pat!

Opportunity knocks!

While an educational content strategy can help build a solid marketing platform that supports businesses of all kinds, sometimes you never know how things will turn out, and opportunities can come from all angles.

Case in point: Roger Wakefield.

Roger was running his own plumbing service in Texas when he started publishing educational plumbing videos on YouTube. His channel blew up and Roger’s profile exploded - today, he has 640,000 subscribers on YouTube, with some 120 million video views.

Add 98,000 followers on Instagram and over 12 million ‘likes’ of his videos on TikTok, and it’s not heard to see why Roger pitches himself as the “largest blue collar influencer on social media”.

Roger is still producing how-to videos, but has now extended his business to include public speaking, online courses, and a podcast (‘The Trade Talks’). Who says creating educational content doesn’t pay?

Rounding up

What all of these examples show is that adding value over and above your products and services is a powerful PR and marketing strategy!

Leveraging social media and online publishing platforms to freely share your knowledge, ideas and expertise – without the expectation of getting anything in return – is a terrific way to cut through the marketplace clutter, get noticed and build rapport and trust with current and potential customers as well as influencers within your community or industry.

I’ll leave you on this note …

Best-selling author Tony Robbins once wrote that “we’re drowning in information, but we’re starving for wisdom”.

Make your mark for all the right reasons. 

Don’t merely add to the noise, but intentionally build recognition for your knowledge, ideas, expertise and insights by creating educational content. Your customers will thank you for it!

Let’s finish up with this quote from Theodore Roosevelt …

In case we haven’t met yet …

Hi, I’m Trevor. I help purpose-led business owners become clear and confident in how they leverage PR, content and digital communications for profit, impact and legacy.

Would you like to discuss how I can help you in a coaching capacity to build your profile and reputation as a trusted and credible expert or thought leader in your industry? CLICK HERE TO BOOK A NO-OBLIGATION 30-MINUTE ZOOM CALL