Share what your audience needs and wants.
There is nothing wrong with sharing for personal or professional reasons because a bit of selfish helps to keep you motivated.
Most likely your motivation for digital marketing engagement is to share something that you care about. These motivations can be personal, professional, community, or a mix of all three. With each of these reasons comes opportunities for sharing different types of content. Personal is about yourself, professional promotion helps people become aware of what you do in business, and community engagement is about sharing what makes a difference to you and your audience.
Need some inspiration about what your audience wants?
Consider a corporate social responsibility (CSR) approach.
Corporate social responsibility is about an organisation using a business model that helps them to be socially accountable to itself, all stakeholders, and also to the public. Do a quick Google of
corporate social responsibility digital marketing examples and have a read through some of the results. One especially worth a read with examples is 16 brands doing corporate social responsibility successfully.
Examples mentioned in the article include, Johnson & Johnson, Google, Coca-cola amongst others. In these example we learn about how the organisation is doing something good in the community to make a difference, and how they are sharing that story with the community.
Not sure where to start with understanding the type of digital marketing awareness content that you need to share?
Ask yourself what's in it for people learning about you to engage with?
Whilst content that answers business needs is important, there needs to be something in it for all your stakeholders.
Consider the following two usage examples through the lens of your audience.
COMMUNITY FOCUSED USAGE EXAMPLE FOR FICTIONAL FOODS - at Fictional Foods we are sharing digital marketing content about easy to prepare recipes to help make people in the community more healthy.
PERSONAL/BUSINESS ONLY FOCUSED USAGE EXAMPLE FOR FICTIONAL FOODS - at Fictional Foods we are sharing digital marketing content about easy to help the shreholders make more money.
As we work through the digital marketing steps we will continue to explore this Fictional Foods example in some more detail.
What would prefer, community focused or personal/business only focused? The choice is yours, just remember that content that meets the needs of your wider audience is content that will help more people become more aware of your digital marketing.
Your digital marketing should always entice the person reading to learn more.
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