Content-Marketing Challenges

A simple, but helpful resource for B2B content creation from MarketingProfs.

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Painting the Picture of What Could Be

Here’s another TED talk worth watching for anyone interested in pitching an idea. In this one, Nancy Duarte identifies a repeatable presentation structure that has been used in countless persuasive speeches throughout the years.

Here are the basic parts of the structure she outlines:

  1. Paint the picture of “what is” to your audience; what’s the status quo?
  2. Then, illustrate “what could be”.
  3. Move back and forth, giving examples of both scenarios, helping to draw your audience toward your idea.
  4. Finish with the positive. Leave the audience thinking about how the world would be different if this idea was embraced.

This structure might not seem groundbreaking, but it is a great reminder/refresher of how we need to keep our audience engaged through the art of storytelling.

The Human Need for Connection and Ritual

I recently watched Alain de Botton’s Atheism 2.0 TED talk.  Though I personally don’t agree with his beliefs, I watched this through the lens of business applications.  He talks about his idea of Atheism that incorporates religious forms and traditions to satisfy our human need for connection, ritual and transcendence.

He identifies some compelling characteristics of organized religion that speak to some of our basic human needs.  As an organization, entrepreneur, advocate, teacher or parent, I think you can use some of these tools to teach, ignite passion and connect with your audience, whoever it may be.

  • Sermons – craft your messages/talks with the purpose of changing lives
  • Repetition – use repetition as a tool to reinforce your message
  • Calendar –  setup specific times of the year where you promote an idea
  • Speak Well – give attention to the quality of the delivery of your message
  • Physical Actions – accompany your ideas with a physical action
  • Art to Supports Ideas – use art and design to evoke emotion and communicate your ideas

Reducing fear

I’ve always loved this as an example on creating the best possible experience for your customer.  Dentist offices are generally the opposite of comforting or inviting.  But how hard would it be to change that and think about what the patient really needs?

Source: Creating passionate users blog (no longer active)

Think about your customer or audience.  What can you do different to address what they need, not just what you need them need.