By Kim Albee
Getting valuable content to your target market is important. It helps you build relationship and regard. But putting together compelling content takes more than just providing information to your leads. It’s also taking into account and triggering four Key Engagers.
I ran across this idea while reading a book I picked up years ago, called “The Power To Get In” by Michael A. Boylan. It’s a book about access. Gaining access to those leads and prospects that are important to your sales efforts – and getting right to the decision makers. While designed for Sales folks, the ideas in the book translate into the Internet marketing age and can be used when putting together your content and approach for reaching your target audience.
The idea is to develop a content strategy that builds leverage with your leads. If you think about the types of people that make up your target audience, and think about the four Key Engagers, as you construct your personas, you can create a more compelling content strategy.
So what are the four Key Engagers?
- Fear of loss. Think about it, when we were kids, we’d mis-behave and only stop and straighten up when the adults around us threatened us in one way or another. As human beings, we pay attention when we think we could lose something important to us.
- Curious Insecurities. Everyone wants to get ahead. We pay attention to who’s up, down, ahead, behind, etc. We’re concerned that someone will pass us by; that we’ll get left in the dust. We look out for number one. That is true of each of your leads as well. Everyone is curious to know where they stand and how we or our organizations compare with others.
- Competitiveness. Our society is extremely competitive – just think about it – with our jobs, schooling, homes, and in social environments, whatever the flavor of it, we “compete” with our peers. If anything, this has become more pronounced in recent years, not less. Most people want to be better at their jobs, or be rewarded or recognized for their contribution.
- Strong Desire to be a Serious Player. Many of your leads have a strong desire to be connected, to be in the loop or in the know. It allows them to feel they are important and have something to contribute. They want to be viewed as a major player. Someone who’s approval or knowledge is important if not critical to whatever is happening. When they sense this could “go away”, they will immediately scramble to catch up.