From: thepipeline_xyz
Businesses often seek to create content to promote their services or products [00:00:02]. While traditional methods might focus on direct self-promotion, a more effective strategy involves providing value to the target audience [00:00:20].
Moving Beyond Self-Promotion
Traditional promotional content often centers on the business itself, detailing aspects like organically sourced materials or high-quality ingredients [00:00:08]. This approach can be perceived as self-focused (“me me me”) [00:00:14].
“all that is just me me me look at what I do” [00:00:13]
Instead, businesses should aim to create content that offers value to the viewer [00:00:20].
The Audience-First Approach
When creating content, especially to promote business, it is crucial to think about the value that can be provided to other people [01:00:00]. This means positioning content in a way that prioritizes the audience [00:00:53]. Creating valuable content establishes a different dynamic with the viewer [00:00:32].
Example: The Sandwich Shop
Consider a sandwich shop looking to promote its business [00:00:00]. Rather than a commercial touting organic vegetables and high-quality meats [00:00:08], they could create a content series about the best places to go on a picnic [00:00:25].
In this series, the sandwich could be simply brought along and featured as a byproduct [00:00:30]. The content would focus on providing information about picnic spots, whether through an informative or entertaining lens [00:00:42]. This approach subtly showcases the product while primarily giving value to the audience by offering useful information [00:00:36]. The business can still mention desired details about their sandwiches, but the overall content is centered on the audience’s interests [00:00:48].