How to Get Through to Your Target Audience With Unusual Content

There are hundreds of thousands of companies around the world working on their content, but only occasionally do they manage to write a really interesting feature or blog post. Every successful article has one thing in common: their authors aren’t advertising, rather they are relating real life stories that resonate with readers.

Here is how a small Eastern European UX agency got global coverage and the attention of a recognized expert practically for free. The only thing they needed was to open their eyes and get a cheap camera to take some pics of their regular workday.

Сontent is everywhere

One of the most frequent excuses for not working on content marketing is that “we’ve nothing important to talk about”. Half the start-ups we meet tend to believe that their potential audience is not interested in posts about anything less than graduating from YC.

It’s sort of true that you should avoid imitating billionaire multinationals like Apple, but it doesn’t mean you get a free pass to skimp on the content. Just look around – there’s a whole world in front of you and your company that you can talk about.

You’ve got a nice office – do a blog post about it. It’s a nice change from discussing your product when you’re still beta testing: lifestyle posts give insight into how your company functions and makes your image more human and relatable. Even a minimalistic set-up can attract like-minded folks, potential co-workers and allies.

This is exactly what we suggested to one of our clients – a UX company (UIDG) that published a post with multiple pics of its office in one of the most visited Eastern European tech communities.

Results

Juicy pics of their amazing two-storey workspace caught the attention of designers around the world including John Maeda who retweeted it to his 400,000+ followers. This single post got over 26.5k views.

Here is how a small Western European UX agency got global coverage and the attention of a recognized expert practically for free. The only thing they needed was to open their eyes and get a cheap camera to take some pics of their regular workday.

Almost any business can follow this model. Of course, not everybody has a designer office, but that just means that you have to get creative and find your own angle.

Earn your right to advertise

This is the most important thing. Former Apple employee and marketing guru Guy Kawasaki says companies should earn the right to advertize their products.

If you start a conversation with your audience using press releases about your success, ignoring the interests of the readers, their numbers will not increase.

And vice versa. Only when your business breaks the ice with its audience and wins it over with compelling content (like UIDG), can you consider offering information about your goods and services to loyal readers.

This tactic is the most efficient content marketing strategy for firms that are new to the game.