From: thepipeline_xyz
When creating content to promote a business, an audience-first approach prioritizes providing value to the viewer rather than solely focusing on self-promotion [00:00:18]. This strategy aims to create a different dynamic with the audience by offering them something beneficial or entertaining [00:00:32].
Contrasting Approaches
A traditional approach to business promotion often centers on highlighting internal qualities, such as using organically sourced ingredients or high-quality materials [00:00:06]. This method can be perceived as “me me me” marketing, where the focus is entirely on the business itself [00:00:13].
In contrast, an audience-first approach strategically positions content so that the audience’s needs and interests are paramount [00:00:53].
Example: The Sandwich Shop
Consider a sandwich shop looking to promote its business [00:00:00]. Instead of creating a commercial emphasizing their organic vegetables and high-quality meats [00:00:06], they could adopt an audience-first strategy.
One creative content idea would be to produce a series about the best picnic spots [00:00:25]. In this series, while showcasing various picnic locations, the sandwich can be subtly included as a byproduct [00:00:44]. This approach allows the business to provide valuable information or entertainment to the audience [00:00:42]. The business can still mention desired details about their product, but the overall message is centered around the value provided to the viewer [00:00:48].
This strategy transforms the promotion into an engaging experience for the audience, shifting the dynamic from self-promotion to service [00:00:32].
Key Principle
The fundamental principle of an audience-first approach in business marketing is to consistently consider the value that can be provided to other people through content creation [00:00:57].