On that day, after riding about 10 minutes with the bike man, we noticed there was a kind of roadblock. Lots of people were screaming, some turning back, running in different directions.
I remember seeing one man with a bloody shirt, he must have protested, because he was bleeding from the head.
I was on my way back from school, and it was that time of the year for the presidential elections, and staying in the north at times like this meant a constant dose of real election tension.
Some young men had blocked the road.
They were armed with matches and demanded that if we must go through, we must choose their presidential candidate.
Have you ever seen a house built without a foundation?
The builders out of nowhere decided that they’ll skip the part of constructing the foundation in other to save time.
We both know what will happen to such a building at the slightest resistance or obstruction that comes its way.
But then, this is how many businesses are, they struggle because they’ll have not taken time to settle an important aspect of having a business.
CONTENT IS KING.
In the January of 1996, Bill Gates, the co-founder of Microsoft, published an article titled “Content is king” where he talked about how content creation would take over the way businesses would run in the 21st century.
Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.
Coca-cola not too far ago went from their marketing in the form of creative excellence to content excellence.
What does this mean for your business?
The purpose of content excellence is to create ideas and contents so contagious that they cannot be hidden. CONTENTS THAT BEG TO BE SHARED, be it an image, video or article.
I have this friend who drinks so much coke, you’d think they pay him for that much drinking. And that’s not all, not only does he drink coke that much, he is a coke evangelist and he preaches so well, he made me a follower. To the extent that during our university days, you dare not buy any other drink for us or around us, we’ll speak against your choice. We had a coke clique and added more and more followers to the group.
This is also important because…
Entrepreneurship is about building Tribes and followers.
Did you notice the length those thugs went in other to get an increase in followers for the candidate they favored? They set up roadblocks, armed themselves, and I dare say they were ready to harm as many that will go against them.
HOW THEN DO YOU BUILD A TRIBE?
Seth Godin is the author of several bestselling books around the world, he writes about the way ideas spread, marketing, and also on leadership. He is a strong believer in tribe creation for businesses.
One to which he is very successful at, having started a couple of successful businesses, and mentored lots of other entrepreneurs an example being Ramit Sethi, a personal finance adviser and entrepreneur and author of the book on personal finance, I Will Teach You To Be Rich.
Seth defines a tribe as a group of people connecting to a leader, to an idea, and to each other.
Through everything, It is clear that the way to build a tribe around your business is through your CONTENT AND STORIES.
Every business needs profit to stay afloat, but one thing to note is that PEOPLE LOVE TO FOLLOW.
How do you then effectively use contents to build a tribe, make people buy and get them to be an evangelist for you?
Through effective content marketing.
You might be wondering what content marketing is, According to the Content Marketing Institute,
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer actions.
There are certain keywords in that definition that would make lots of differences for your business if you take them seriously.
They are, Valuable, Relevant. Consistent, and Well defined Audience.
Let’s take them one after the other, starting from the last and I must say, the most important.
Well Defined Audience:
The day and time those thugs met to decide when they’ll be carrying out their roadblocking activity, I wasn’t there, I didn’t even hear of any of such activities going on. How would I have? It’s not like I cared.
The same way, some blog posts, and newsletters that I’ve subscribed to, some people might never hear of and will never read.
Have you wondered why you tend to listen to some set of people, follow their ideology and agree to whatever they dish out, but then you can’t seem to stand some others? And funny enough, there are others who subscribe to the ideas of that same person you don’t.
This is because you are the audience to which that person speaks to, and you also aren’t the audience to the person who seems to always annoy you.
How do you get a well-defined audience?
You don’t create content on “starting a business”, or “why paid employment is not for you” for an audience who already a business.
They’ll want to read and listen to contents that help them sustain the business they have and not one on starting a business.
- Get to know your audience, their age range, gender.
- Their Challenges, pain points
- How they buy, what they buy and also where they can be found in the online space.
Knowing as much as possible about them is what will help you to craft contents that’ll meet the next criteria for the above definition of content marketing.
Valuable and Relevant.
Quality content is not about the quality of the words, or the ability to string words together as a wordsmith. Rather it is about creating contents that are useful to your particular audience.
Create contents that answers their pain points, that solves their needs, that keeps them coming back for more, and always make sure such contents are consistent, make them keep coming back for more.
Whatever kind of content you choose and wherever you’d decide to place them, make them consistent.
Nobody wants to be affiliated with an inconsistent fellow. Consistency is attractive, It’s like a magnet, it sets you apart as the go-to guy to answer a particular question and makes helps build trust and loyalty in your audience.
All qualities that pull in more profit to your business. One thing you should know is…Marketing is impossible without great content.
If you are to pitch your product or service to a potential lead, you’ll need to speak with him- a form of content…
You’ll need to tell him what he’ll get from using what you have to offer, give him a story of how your customers get relief and benefit from using your product or service.
You cannot sell adequately and effectively with poor content. So whatever marketing tactics you decide to use, make content marketing the center of it, and not a side chick. She would not disappoint you.
You will indeed have a successful online business if you do because a good content marketing strategy gives you;
- A clearly defined Audience.
- A message that is relevant to your audience.
- A product suitable for your audience.
- You’d always deliver value.* Increased sales.
- Better customers who have loyalty.
- Cost saving.
You cannot do without content in your online business. Whatever area it might be, quality content is essential, in your:
- Social media marketing.
- Email Marketing.
- Search Engine Optimization.
- Your Ads.
People don’t want to make a purchasing decision based on advertising, they want valuable information, and will gladly give you their money when you deliver pure value. Great content always spread on social networks and generates powerful word-of-mouth exposure from people to people.
This is something you want for your business.
We’ve seen how growing a successful online business is by building a tribe of followers, through quality content that is valuable and relevant to a well-defined audience, contents that represent your brand and shows your personality and what you stand for.
Make a commitment to content marketing, it is not a campaign, It is your business.
One Last thing, If you’ve enjoyed reading this drop a comment, and check out this blog post on How To Run a Successful Facebook Ad Campaign In Nigeria.
Alexander Ubaka is the Founder and CEO of Topsocialbrand.com, A digital media company aimed at helping small businesses get succeed online. With a goal of getting these businesses better targeted leads, increased brand awareness, and a maximal use of every available digital for the growth of the business.
Connect with Alexander on LinkedIn