Peter Winick argues that content marketing fails when it targets everyone at once. Instead, identify distinct audience segments and tailor your language, stories, and case studies to each one. Repeating your core message in multiple customized versions generates far more engagement than a single generic campaign.
Hi, this is Peter Winick from Thought Leadership Leverage, and today I wanted to have you take a look at something that you're doing on the marketing side. So content today should not be marketed as a mass-marketed product or solution. Content today is best marketed as a niche solution. So what do I mean by that? What I mean by that is Everybody can read kind of marketing 101 things and observe what works in a mass market world. We can look at what Walmart's doing, we can look at what Target's doing, etc. But that's not how content is sold. If you're trying to be all things to all people, you're gonna be nothing to anyone. So what you need to do is look at your content and figure out how do you niche that down. So it could be relevant to lots of different populations, but how do you talk in the language of the population or that, that specific type of audience, that demographic, that psychographic, that situational thing that happens that makes your content really, really powerful for them. Wrap the stories that you're telling, wrap the analogies that you're using, wrap the impact and the case studies that you're using against the niches and talk to those niches. So you might have to do things several different times if your audience base is 4 or 5 different niches, but it's going to be exponentially more powerful than trying to mass market your content. It doesn't work. It's noise and it's not tuned in, and it doesn't connect to people in a way that inspires them to want to take action and want to consume your content and want to do something with it. Thanks so much.
