My party experience
I went to a party last night and had in-depth conversations with three people (I changed their names/genders):
Mimi (pronounced “me-me”) told me all about herself, her accomplishments, her family and her family’s accomplishments. It was interesting to learn about her for a while, as she and her family were pretty interesting. That said, at some point I got tired of hearing about her and started to wonder why she wasn’t more interested to hear more about me. I was ready to talk to someone else. There was no real connection, just a boring conversation about information I could have picked up from reading her Facebook page.
Yuda (pronounced “you-duh”) asked me about being a VC and my work trying to help build our portfolio companies. It was a refreshing change from the conversation with Mimi because she seemed interested in me. That said, the problem with the conversation was that Yuda didn’t really understand what I was talking about and, while she worked hard to try to connect, she had a blank look on her face as I responded and then went on to the next question. I felt like I was being interviewed and it was hard to form a connection because she just didn’t comprehend what I was talking about.
Then I met Yumi (pronounced “you-me”). We had an excellent conversation. Yumi asked me the same types of things Yuda asked, but responded to my answers with related situations she experienced and we had a really engaging conversation talking about our connection points. Both of us learned a lot from the conversation. I could have spoken to Yumi all night, as we really connected.
Yumi content marketing
When I look at the websites and other content originating from expansion stage technology companies, it mostly reminds me of Mimi. The better websites and content try like Yuda did, but don’t really seem to connect with their audiences.
The goal of your content marketing strategy should be similar to Yumi, connecting with the target audience in a meaningful way.
Most companies do not act similar to Yumi because they don’t have a target customer segment at which they are sharply aiming and as a result they can’t get a good enough understanding of their targets to create the content that nails the connection.
Want to be more like Yumi? Then identify your target customer segment, become Yuda, and over time you stand a great chance of becoming Yumi!