[Photo by Heather Smith]
Author: Heather Smith
Content Marketing, Copywriting, Services, and Products–Oh My!
Content Marketing, Copywriting, Services, and Products all have one element in common…these actions live in the Sacral or Swadisthana Chakra. The color of focus is orange.
The energy source of the sacral chakra is above the base of the spine and spans to the top of the navel on living creatures. The second chakra is associated with all pleasure and the ability to receive. Mammals’ sexual energy lives in this space. Creativity and flowing consciousness are governed in this chakra. I refer to this chakra as our pleasure and creativity chakra. It governs relationships with ourselves and with others. The chakra also changes cycles with the moon. When balanced, we feel free to express ourselves authentically and naturally.
In Business Alignment, sacral chakra energy is what we are giving our customers. Giving and receiving are the same energy. So, if you want to receive, you have to give with that same energy. Think of how you felt as a little kid and someone gave you a gift. Were you delighted and excited? This is how you have to write, create, and produce anything that is given from your business. And then look at the end result. Is the creation producing the emotion of pleasure from your audience?
What is Content Marketing?
Content marketing is any given content in any various medium. This blog post is content marketing. The image above is, also, considered content marketing. Videos, e-books, articles, and webinars are all classified as content marketing. The general rule of thumb is informing or educating an audience about particular topics AND not asking for anything in return for retrieval. Content Marketing is categorized as Indirect Marketing. Content that is being used to serve the community. This is your business’s gift to the World Wide Web and anyone that puts their eyes on it.
Content Marketing is your “bread” in the bread and butter. It legitimately is the bulk of your marketing efforts. Indirect marketing efforts should account for at least 70% of your business’s marketing plans. I say “at least” because there is always room for more quality content. And here is another point I would like to address: Quality over Quantity. This should be your general rule in life not just in business. But hey, I’m not your mama!
What is Copywriting?
Now we can’t have our “bread and butter” without the butter, right? Well, maybe you can; especially if you have any dietary restrictions. But you get my drift, I hope! Copy is a type of content where the end result is to drive traffic to purchase; or an action such as signing up for an email subscription. Copy is written text used to gain something from the end-user. The intent is to persuade the customer and usually receive something in return.
We can even dive a little deeper as I explain why this is used. The obvious long-term or short-term reason is to gain a sale. Copywriting is used for direct marketing purposes. Direct Marketing is just what it sounds like–directly marketing to the audience. However, these practices are used to grab sales or actions at large. This style of marketing should be used sparingly and only once you have established some sort of “persona” or relationship with your audience. With that being said, copywriting should account for 30% of your monthly marketing content.
How is Content Marketing Used Throughout the Buyer’s Journey?
Content is written, recorded, or created to serve customers’ needs, desires, or questions. The purpose of content creation is to build trust between prospective customers and the brand. Your business’s audience needs to feel your sincerity. This is why I emphasize quality or quantity. Research proves it is better to have only a few well-written, esthetically pleasing blog posts to entertain your customers/clients than several thrown-together content pieces.
Yes, well-written or published content does, indeed, build trust. Purchases are made based on emotions. Trust is one of the emotions leading to a sale. However, more emotions are involved. The more colorful the content is presented, the more of a variety of emotions are depicted.
I always like to put myself in the customers’ shoes by feeling compassion and empathy for the problem that I am about to solve.
You just signed on to a free mini webinar. Music is playing and the song brings you back in time to your first kiss. You immediately feel the emotion that was just triggered. Whatever emotion that was triggered from a prospective customer, could make or break any possible sales.
A baseline to our actions is actually done through our subconscious. Many thoughts are not even recognized in the average human. One of my favorite books is E2 by Pam Grout. Pam explains that our “brains receive 400 billion bits of information each second.” Trying to filter out these thoughts takes practice.
My example webinars are lead generators (aka bait). It is a marketer’s way of showing customers the company’s skills with the hope for future sales. However, it can be so much more than just bait.
Pretend your clients and customers could see your emotions. Consider the perspective that your customers could feel your emotions within your content. If they could “see” what you are feeling, how would a prospective customer receive that energy? Do they feel “trust” from these emotions? This is how energy works. People have gut “feelings”. We all have intuition, but most of us don’t know why. Something may just feel “off” or people will trust you immediately based on these instincts. Intuitions are signals based on the energy that is being retrieved. Doctors have said to me, since my 17-year old was young, that the medical profession ALWAYS trusts a mother’s intuition. There is science to back this theory up. On a personal level, I have been able to prevent so many ailments, diseases, and even death for my four children because of my keen intuition.
Services and Products
Are you proud of your services and products? If so, why? Is your “why” in alignment with your mission? Does your Mission Statement reflect this? I used the reference on “encompassing energy from within” in my Tricks and Traits of Websites post. “When you cook with love, the food just tastes better!” –Mary Frances
So, maybe your services and/or products are not food; however, the same philosophy applies. This shift of energy should be coming from businesses’ production teams. As a leader or business owner, how are you influencing love? How can your employees develop more love for the products and/or services? Trust! Just like we try to gain customers’ trust, employees need to trust employers. The energy cycle is always the same; what you give out, comes back.
Once the employee trusts the employer and develops a love for their employer, the love for services and products being offered or created, unfolds naturally. If you are a marketer or digital marketing expert, you know how to gain trust from your target audience, if not keep reading.
Trust lives in the root chakra. Below are some quotes from my previous post, Business Chakras:
“This energy system develops in the womb and is fully developed by 12 months in mammals. As humans, we learn who to trust and distrust based on our basic needs being met.”
“Misalignment occurs within the first twelve months of life due to external environmental changes. After the first twelve months of life, it is our thought patterns in association with previous external environmental changes that affect our energy systems.“
Employers, please understand that every employee is unique. Oftentimes, our “employee role” is a role that has been played since the age of one. You may think that this has nothing to do with you. However, if you want valuable employees that love and trust your business and, in return love the products they are creating for your business you will keep reading.
Understand the roles each employee plays within your business or hire someone that understands this concept to guide your team there. Supporting your team’s desires in the company culture is a great first step to creating a culture of companionate love. Harvard Business (2016) describes that every organization has an “Emotional Culture”; however, for those company’s that do not intentionally develop this form of a “culture”, it is considered suppressed. When I read this article all I could think of is suppressed emotions. Employees are going about their days suppressing negative emotions to push forward? This is going to cause errors everywhere. Valuable employees will eventually become burnt out leading to health concerns and even death.
“In organizations where employees felt and expressed companionate love toward one another, people reported greater job satisfaction, commitment, and personal accountability for work performance. —Harvard Business. 2016
Measuring successes everywhere and feeling a deep appreciation for these successes and your employees will depict emotions of love, joy, and trust. I just finished reading The Gap and the Gain by Dan Sullivan and Dr. Benjamin Hardy. I am so in love with this book that I am legitimately buying it for everyone on my Christmas list. Don’t just take my word for it read the overwhelming reviews on Amazon.
The book teaches to measure all the gains, daily. The theory is, we are either in one of two states of mind, either the gap or the gain. The gain is an opportunity to reflect on every situation with measurement. There is always a lesson learned in any given event. The objective is to notice these lessons as “gains”, not live in the past, or the future, but rather the present moment. I highly recommend reading this AMAZING content.
In conclusion, employees that provide services or produce products for organizations feel love, pleasure, joy, fulfillment, and creativity, they will, in return, subconsciously without any effort, embed these energies into your products, services, and all digital marketing efforts.