Creating content that is relevant to each situation is extremely important in marketing. Because even the best content will get you nowhere if it does not provide any value to your target audience. In this post, we will look at which value areas you should be aware of and how to create relevant content for each of them.
FISH and RADAR Models
One possibility is the method that Mirko Lange introduced under the title “FISH”. The FISH concept is an abbreviation for the terms
Follow
Inbound
Search
Highlight
This will help you better match the interests of your target people in the future.
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Follow the Instructions: Create Content for Unengaged Viewers
Setting a goal: “like” on social media. You want the target person to like the content and engage with it.
This type of content is for target people who don’t have a reason to search for it at the moment. However, they may still be interested in it. From a supplier’s perspective, the key is to reach as broadly as possible. Create content such as simple and interesting images, memorable quotes or graphics. You increase the likelihood that your content will be shared and recommended.
This approach is especially suitable for consumer markets and is especially useful if you want to reach a very large number of target people. The narrower and smaller your target audience, the sooner you should abandon it.
Inbound: Create Content to Clarify Problems
Goal setting: Knowledge transfer. The goal is for the target person to learn something and exchange their address for more valuable content.
This content is for people who have a hidden problem. However, at this point you do not yet fully understand how painful the consequences can be. Here, above all, you want to attract long-term potential customers. To do this, clarify the problem and study its consequences.
The content you create should in any case be detailed and very informative.
The goal is to collect the addresses of people with whom you can later gain trust. And to do this, you just need to provide them with valuable additional content.
With this type of content, you will create the best basis for developing customers you do not know yet. And who may not become “mature” until they appear in the future.
Search: Content that Answers Clear Questions
Goal setting: offer quick solutions to specific issues. The goal is for the target person to use the solution and provide their address for more detailed information.
Here we focus on people who have a specific problem and who want to solve it right now, immediately. A suitable solution to the problem will be offered without delay.
Create content that is immediately perceived as a solution to problems. For example, detailed instructions in the form of video or text. Alternatively, you can point to a product in your store that solves the problem of your target audience.
With this type of content, you will be able to find “hot” customers. They feel a lot of pressure to solve problems and are often ready to invest in something immediately. The stated goal is to either close and / or collect addresses to help with similar problems later.
Key points: Attention
Setting goals: Attention. The goal is to impress the target user and spread the content further, to make it “viral”.
If you create this type of content, it must be exceptional. So unusual that it stands out on social media platforms overflowing with content.
These are usually short films or professionally produced commercials. Mostly funny videos are specially created in such a way that they have the potential to go “viral”.
With this type of content, you expand your reach and attract attention to both your product or brand. But be careful: such content is more likely to be useful to large audiences of consumers. In B2B, you can find it less.
Content Creation Also Means the Right Content Composition
In terms of numbers, in most marketing strategies, content for subscribers and search will probably predominate. Inbound content is less common and requires more investment. Because it needs to be truly complete and useful to lead to the goal. In addition, most companies do without core content if they want to attract a smaller audience.
If you have worked in social media before, you probably know that valuable and meaningful content is unlikely to resonate. Flat content, such as personal images or witty sayings, is rewarded with significantly more likes and comments. That’s why smart strategists try to find the right mix when creating content.
Content Strategies for Business Clients Using the RADAR Model
While Mirko Lange’s FISH model primarily focuses on setting goals from the supplier’s perspective, her second model puts the customer’s utility perspective at the forefront. The RADAR concept covers a matrix of four fields. The two axes divide the content into
foreground and deep
functional and emotional
The first division into core and deep, respectively, determines how much time the target audience devotes to itself and how interested it is. Interest and time are interdependent. Because if the reader is not very interested, they will be willing to spend even a small amount of time. This, in turn, means that you can only interest them with short and clear content. On the other hand, an interested target person is willing to devote a lot of time to your content. In this case, you need to create content that goes into detail. Otherwise, it will disappoint.
In essence, while original content can reach more people, the time commitment that comes with it is usually short-lived.
What about the second division between functional and emotional? This focuses on the benefit you bring to your target audience. The question that arises is: is your target person supposed to learn something from the content, or do you primarily want to convey emotion?
Why Focus Is So Important When Creating Content
If you pay attention to the desired external impact of your business, I believe it is fairly easy to put one of the four types of useful experiences first for your target people. When creating content, focus on one area and aim to become a leader in that niche. This is the claim you should create your content with. Both the search engines and your target people should confirm this leadership claim.
Each of the two adjacent fields of your preferred field are ones in which you can also create relevant content. Choose one or two of these fields. Then make a claim that you provide content that is at least better than usual.
In the other areas, it is enough to simply be “in the know” from time to time or to forgo it altogether for cost reasons.
The key to your strategy is: decide on the focus of your content production. With a clear focus and dedicated funds, it will be easier to create content that will have the greatest impact.
