Patient magnets learn that the content they use within their marketing is crucial; therefore, you need to understand the myriad of targeting fallacies.
Of late, it seems that everywhere you read in business publications all you see are articles after articles discussing “content marketing;” but, no one is saying exactly what that is. To be sure, these authors are writing pretty lofty articles and they sure get one psyched up to go out and conquer, but little else is provided. Until you understand what exactly content marketing is, you will have a difficult time becoming a patient magnet!
From a reader’s prospective, who may not be a marketing professional, but rather the business owner who is very interested in improving their marketing results, it is the business equivalent of buying a burger without the meat!
It’s like a business version of the Abbott and Costello’s “Who’s on first routine;” everyone speaks in circles and no definite answer is ever given. However, in this case, it’s not funny because we are dealing with real advertising dollars and jobs are at stake!
When discussing the topic of client targeting, content is everything! But what is content marketing? The best and most concise explanation that I have come across came from Robert Rose when he wrote “Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.“
With all this in mind, I would like to draw your attention to a recent and exceptional article that was written on the very topic. The most important take away is that, when it comes to audience targeting, don’t look for shortcuts for becoming a patient magnet. Columnist Rebecca Lieb writing for Marketingland.com, explains in here excellent piece, called “Content Marketing And Targeting Fallacies,” how to tackle it the right way without skipping some essential steps. Continue reading “Patient Magnets Don’t Try Being Everything To Everyone.”