Pick Me, Choose Me, Love Me
The longest-running medical drama in TV history, millions of viewers, incredible stories, and so much sex that I feel embarrassed about how not active I am. And yet, the first thing that comes to my mind every time I see Meredith Grey is “Pick me, choose me, love me.”
If anyone says they don’t remember this scene, it’s a sign they’ve missed an episode.
Now, that’s what I call great content!
But can brands use the same line? The answer is quite apparent. Everybody would have picked Meredith that day, except for her target audience. So, if it didn’t work for Meredith, it won’t work for your business either.
Now that we made it clear when you shouldn’t act like Meredith, it’s time to move on to the things that brands can and should learn from dr Grey and her life philosophy.
“Cause you never think that the last time is the last time. You think there will be more. You think you have forever, but you don’t.”
Actually, as a content marketer, you only have eight seconds or less to capture attention and initiate a conversation with your public.
The first time could be the last if you don’t stick to the point. Storytelling isn’t about fluff, but intrigue. Stop worrying about introductions. Get to the point, make it clear from the very first paragraph what it’s all about.
It works for all your content. Keep your emails short and your social media messages even shorter. Eliminate the fluff from your landing pages. Let the facts and numbers speak for you.
“Knowing is better than wondering. Waking is better than sleeping, and even the biggest failure, even the worst, beats the hell out of never trying.”
There are two major lessons here.
First, know your target audience. Keep your eyes and ears wide open when you interact with your public. Who are they and what are their interests? Why should they buy your product? Knowing who you’re talking to is the first step toward better content. Stop wondering what people think about your content. Find a way to get feedback and use it to improve your marketing efforts.
And second, failing is okay. As long as you measure all your results, failure can teach you more marketing lessons than success. And that’s the best thing it can happen to you in the long run.
“Don’t let fear keep you quiet. You have a voice, so use it. Speak up. Raise your hands. Shout your answers. Make yourself heard. Whatever it takes, just find your voice, and when you do, fill the damn silence.”
It’s the “find your voice” thing that I like the most.
Many business owners come to me with examples from other companies’ websites when looking to have their content written. And it’s okay, as long as they don’t expect me to do the same (as if it was possible).
Peeking on your competitor’s site is an excellent way to get inspired and make some educated content decisions, but doing just like them can only bring you so far.
Use your voice to make a statement about who you are. Don’t be afraid to be different. After all, your content should highlight what differentiates you from competitors, not what makes you similar to other brands.
“More tequila. More love. More anything. More is better.”
The more you blog, the more traffic you get. According to HubSpot research, companies that public more than 16 pieces of content a month get 4.5 times more traffic than the businesses with four or fewer monthly blogs.
That’s a lot of work and may seem overwhelming, especially for small businesses. But don’t panic. The same research revealed that, even with 11 blogs a month, a small company could still get excellent traffic.
In short, make a content strategy and start publishing. Test with two blogs a week, or maybe three, then measure your traffic and see what works for you and what thrills your audience.
“To strip down to only what we need. To hang on to only what we can’t do without. Not just to survive, but to thrive.”
It’s another lesson by Meredith Grey that I love with all my heart. How can you use it for your content marketing strategy? Stop overdoing!
I have clients who ask for eBooks, infographics, blog posts, landing pages, everything at once. After that, they move from hyperactivity to complete silence. That’s not going to cut it!
Every piece of content you create and publish should have a purpose. You don’t craft an eBook just because your competitors did the same. You don’t need an infographic because everybody uses them.
A cohesive content strategy reveals what you need and what you can’t do without. This way, you focus your creativity on relevant pieces of content that could help you reach your business objectives. It’s not about surviving by doing what marketing gurus suggest. If you want to thrive, you need to know your audience and deliver what they expect from you.
“ We have to keep reinventing ourselves, almost every minute because the world can change in an instant. And there’s no time for looking back. Sometimes the changes are forced on us. Sometimes they happen by accident, and we make the most of them. We have to constantly come up with new ways to fix ourselves.”
Reinventing is part of the business. It’s the only way to keep up with competitors, customer interests, and market changes. You should be ready to undergo transformations and embrace change as part of the game.
You should adapt your marketing to every new generation of customers. If you manage to keep up with technology and use it for marketing purposes, people will look at your brand differently.
All giants out there made changes to thrive. Netflix started as a DVD rental. Amazon pages had more links than photos 25 years ago. Lego went from selling blocks to making movies to connect with kids today.
The world changes. Be a part of it!
“Make a plan. Set a goal. Work toward it. But every now and then, look around and drink it in.”
For marketing purposes, your goals should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.
Keep that in mind, when you make your plan and set the goal. What do you want to achieve? Traffic? That’s not enough. You need to be specific and timely. Double the website traffic by the end of the year. That’s something specific that can be measured. Is it relevant? Most probably yes if you rely on your website to increase brand awareness. Is it achievable? It may be, depending on your current audience and how much time you have to the end of the year.
Break down the goal into milestones when possible. It can help you measure your efforts as you work toward reaching your objectives and keep you motivated.
I’m not sure how drinking it in helps your marketing, but you should try it from time to time. Just remember these wise words: “Write drunk, edit sober.”
Now, that’s all for today! As the show goes on, I’m pretty sure we’ll get more wisdome from Dr Grey and her adventures. What lessons have you learned from your favourite shows?