Nikki’s Notes: Content Marketing 101 – Tell Them Something They Don’t Know

Avant Marketeer Nikki Alvin-Smith Offers Timely Insights For Your Marketing Delight

 One of the best marketing strategies to engage your client and customer community is still clever content marketing technique.

As a business owner you are hopefully already aware of your particular niche client or customers’ persona. And know that online shoppers generally fall into 4 categories. No?

Well that’s not a good start. Seasoned content writer and pet/equine industry specialist Nikki Alvin-Smith, founder of Horse in a Kilt Media Inc., offers these insights:

“To successfully market a product or service it is essential that the target audience is identified. There are four primary types of online shoppers. When writing content it is important that the work include aspects to target each one and that creates a positive and productive customer journey.

Back in the day a marketing tool heavily used was to identify the customer’s persona and tailor the marketing strategy including content to reach a particular segment that was built around the competitive, the spontaneous, the methodical and the humanistic shopper.

While two of these types of shoppers are logically minded decision makers, two are emotional. While two are fast decision makers, two are slow to make the purchase. Can you figure out which is which?

Today the customer persona has become less relevant in marketing strategy. But the creation, monitoring and tailoring of the customer’s journey is still an important component of the marketing advantage in development of community engagement. Especially through social media platforms trust postings and blog/content published on websites.

Sales conversion rates are still governed and influenced by the touchpoints and the pain points at each stage in the customer experience. All of which are weighted differently depending on the customer persona. As a content writer it is important that the works produced for a given product or service address the varietal types of customers and that the writer also understands the business brands’ likely pain points so these can be gently assuaged.

Humor is a great messenger for all sorts of informational writing delivery service. The company that is bold enough to lose a stern, old-school approach to their marketing is on a good track to improving a customer journey, but there has to be a balance between points of view.

To this end a good way to bank productive marketing content is to allow the writer latitude in recounting their personal anecdotes to help build authority and trust in the brand from an objective perspective.

Communication is a lively two-way street full of traffic jams, fender-benders, potholes and rush hours. Busy intersections can deflect the customers when they stop at the red light and cause them to take a left turn just before reaching your front door to load up on your product or service.

If your business marketing model and plan doesn’t currently include an experienced marketing and content writer that offers a personalized and involved approach to your particular product line or service, then you are likely losing sales conversions and loyalty to your brand. The content the writer provides should always share with the prospective client, something they don’t know. Free advice from an educated source (that is not a heavy sell) is always a refreshing experience that increases brand interaction and boosts community spirit.

Despite AI and its ongoing development, the artful writer with a proven success rate at delivering content on time and on point is always a great workhorse to keep in your business stable.”

Looking for a new or better direction to building your business? You are invited to visit Horse in a Kilt Media Inc., to learn more about Nikki’s stable full of marketing skills as an artful content writer, equestrian blogger, columnist, video producer and scriptwriter, film production showrunner, professional photographer, and marketing specialist and strategist. As a British/American professional Grand Prix competitor/coach/clinician she brings a unique experience/angles and thought leadership/authority to her wordsmith wizardry.

About Nikki:
Internationally published writer, content creator, PR/Marketing specialist, photographer and equestrian Nikki Alvin-Smith offers “Engaging Content that Engages Riders to Read,” with unique and fresh material for your horse or pet related business, magazine, website, newsletter, blog, and email blast sales machine. Her portfolio of works is extensive and includes equestrian and pet features that have been published worldwide in over 260 different magazine titles. Her clients include/have included: equestrian and “B” list movie celebrities for whom she regularly ghostwrites and provides PR services; manufacturers of equine and pet related medical devices, feedstuffs, supplements, grooming supplies, fencing and barn equipment, horse transport, horse structures and professional equine service providers; profit and non-profit initiatives and organizations; and non-equestrian related businesses/publications in the pet industry, investment, real estate and international travel and rural lifestyle.

Nikki Alvin-Smith is a British international level Grand Prix dressage competitor/trainer/coach/clinician. Together with her husband Paul, who is also a Grand Prix dressage rider, Nikki operates Willowview Hill Farm , a private dressage yard and organic hay farm in the Catskill Mountains of New York. The duo provides ‘team’ clinician services to clients worldwide to riders of all levels and many riding disciplines.

Contact: Nikki Alvin-Smith: Content Writer; PR/Marketing Specialist
Cell: 607 434 4470