The objective is perspective — Kelford Labs Daily

What is the objective of your marketing content?

It is a specific metric or KPI? Is it a specific outcome or action?

Or are you still trying to figure that out?

If you are, think about it this way:

The objective of our content is to provide our perspective on the specific challenge or opportunity our ideal clients or customers face.

That might be something aspirational, as our clients desire, like “knowing what to say” in their marketing.

For you, it might be something more specific, like “being hungry” or “needing an accountant.”

You have a perspective on that challenge that’s unique to you. That’s why you started a business.

Maybe you know that people don’t just want any food when they’re hungry, your ideal customers want something more specific, like something local, something sustainable, or something new and interesting.

Maybe you know that people don’t just want any accountant, they want the one who’s going to support their specific goals, taking an approach that overlaps with their specific values and circumstances.

I know that my ideal clients don’t just want any advertisement or post to put on social, they want to know what to say in any situation to attract their ideal clients.

The way I think about it, then, is that every piece of content is a fragment of a lens that, when pointed at a problem or a need, shows your ideal clients the way you see it.

The objective of your content, then, isn’t some objective analysis or disembodied “best practices.”

It’s to share your specific perspective in a way that demonstrates to your ideal clients that you see things the way they do, or at least the way they would like to, if only they had your experience and expertise.

But that’s what you’re there for.

So show them the way you see things.

Reply to this email to tell me what you think, or ask any questions!

Kelford Inc. shows experts the way to always knowing what to say.