From: thepipeline_xyz
When promoting a business or creating content, a common pitfall is to focus solely on the business itself, detailing features and internal processes. This can be perceived as “me, me, me” [00:00:13]. An example is a sandwich shop making a commercial about their organically sourced vegetables and high-quality meats [00:00:06].
Shifting from Self-Promotion to Audience Value
Instead of a self-centric approach, businesses can create content that provides value to their audience or viewer [00:00:20]. This means thinking about what information or entertainment would benefit the consumer. For instance, the sandwich shop could create a series about the best places to go on a picnic, simply bringing their sandwich along [00:00:25].
This strategy creates a different dynamic with the viewer because the content is actively giving them value, whether through information or entertainment [00:00:36]. It showcases different picnic locations, making the content engaging and useful [00:00:38].
The Product as a Byproduct
In this audience-first approach, the product itself — such as the sandwich — becomes a byproduct [00:00:44]. The business can still mention and showcase the product within the valuable content, but its primary focus is on the audience’s needs and interests [00:00:47]. By positioning content in a way that the audience is prioritized, businesses can more effectively engage their target market [00:00:53].
“When you’re creating content to promote business, you have to think of the value that you can provide to other people.” [00:00:57]