I’m always amazed when someone finds meaning, a theme, symbolism, or a message of some sort in my work that I never intended. That was especially true when I came across this article by Samantha Gluck discussing all the things you can learn about content marketing from THE HEIST, the novel I wrote with Janet Evanovich. Here are just a couple of the tips she says you can glean from the story:
1. Know your target audience – content marketing requires that you understand and know your target audience. Nick and Kate take time to learn all about their target, Derek Griffin. They find out about his interests, his fears, his weaknesses, and his habits. Any good content marketer takes time to learn about his target audience. You can do this through conducting focus groups and demographic studies. Read the book to see what Nick and Kate did to learn about Griffin. You’d do well to use the same diligence.
2. Share the work load – one reason Nick Fox enjoys so much success in pulling off his heists and cons is that he knows how to share the load. Nick has an uncanny knack for finding and enlisting very talented and loyal accomplices. He finds a person to play a specific part in each aspect of the elaborate plan. Each of these recruits is the very best as what he or she does. If you want to achieve success – and achieve it in a big way – with your content marketing efforts, you’ll need to follow Nick’s lead. Assess your contacts and network. Look at the best engagers on your various social media profiles.
Many people who regularly engage on Twitter, Google Plus, and Facebook work on a freelance basis. Take your time and find out a little more about them. What makes them good at what they do? Could you use their skills to benefit both your cause and theirs? If so, start courting them and let them know how running with you can benefit them.
3. Identify and understand key objectives – obviously, Kate and Nick have a key objective of nabbing Griffin. But to do that, they have to pull the proverbial wool over the eyes of a few other folks first. Each of these smaller objectives represents a critical step that the hottie duo must pull off to achieve their ultimate goal. As a content marketer, you’ve got to outline each of the foundational objectives that will help you achieve your ultimate goal.
Figure out how you’ll measure the success of each step along the way. Kate and Nick have it easy for this part. They either pull off each part of the con, or they don’t and they fail. Content marketers must come up with their own metrics for measuring project success.
I should really follow my own sage advice. I just wish I’d known what my advice was before this! I wonder what else I don’t know that I know… 🙂