Tag Archives: target audience

Is Your Content Up-to-date?

Are you a technology marketing leader who lies awake at night worrying about the following?

“Keeping up with the speed and complexity of the digital landscape.”

Well, maybe not that exact phrase. That sounds like something generative AI would write.

And in fact, my buddy Bredebot wrote it when answering a question about Chief Marketing Officer pain points relative to content.

In a huddle space in an office, a smiling robot named Bredebot places his robotic arms on a wildebeest and a wombat, encouraging them to collaborate on a product marketing initiative.
Bredebot is the one in the middle.

But I’m not going to let Bredebot write an entire post about it, because I’m going to write it myself.

The human way to reflect the sentiment above is to ask whether your content is up-to-date, or is as dated as a Pentium.

And that’s something that a marketing leader DOES worry about, because they (usually) want their firms to be perceived as innovative, not old fashioned.

Let me give you an example of outdated content that persists today.

SEO, AEO, GEO…I believe they’re different

For years we have been discussing search engine optimization, or SEO. The whole point of SEO is to ensure that your content appears at the top of results when you use Google or Bing or another search engine to launch a search. (Ignore “sponsored content” for a minute here.)

In case you haven’t noticed, fewer and fewer people are using search engines. Instead, they are searching for answers from their favorite generative AI tool, and now the new term the kids are using is answer engine optimization, or AEO. Or perhaps you can follow the lead of Go Fish and refer to generative engine optimization, or GEO.

Now some people are continuing to use SEO when they mean AEO and GEO, under the theory that it’s all just optimization, and it’s all just searching but just with a different tool. Personally, I believe that continuing to refer to SEO is confusing because the term has always been associated with search engines.

Plus, the concept of keywords is fading away, as Lisa Garrud noted in May.

“Unlike traditional SEO, which focuses on ranking for keywords, AEO concentrates on providing comprehensive, authoritative answers that AI systems can easily process and deliver to users….

“Think about how you use AI tools today. You don’t ask for ‘electrician Auckland residential services’, you ask, ‘What’s causing the flickering in my kitchen lights?’ or ‘How much should it cost to rewire a 1970s house?’ You want answers, not search results.”

But forget about XEO and let’s return to the content YOU create.

How do you keep YOUR content up-to-date?

Let’s say that you’ve reached the point in your content calendar where you have to write a blog post about pop music.

And let’s also say that you’re old enough to remember the 20th century.

You may have a problem.

For example, when you see the words “pop music,” you may immediately spell the second word with a “z” and a “k” when you TALK ABOUT.

Pop Muzik.

Or if someone mentions INTERPOL, you immediately respond with Deutsche Bank, FBI, and (und?) Scotland Yard.

Computer World.

And now that I’ve lost half my reading audience, you can see my point. While personas are approximations, you need to refer to them when crafting your content. If your hungry people (target audience) tend to be in their 20s and 30s, they’re probably not going to understand or respond to songs from M (Robin Scott) or Kraftwerk.

There are other things you can write that are obviously old, such as “fingerprint identification decisions are infallible.” That statement was questioned back in 2003…BEFORE the whole Brandon Mayfield thingie.

So how does a marketer ensure that their content is not dated? By remembering to ask, then act. Question your assumptions, do your research, write your content, then check your content.

Question your assumptions

Before you write your content, ensure your premise is correct. For example, I didn’t assume without questioning that “keeping up with the speed and complexity of the digital landscape” was a pressing issue. I KNEW that it was a pressing issue, because I encounter it daily.

Do your research

Next, take a moment and check what you are about to say. Was your assumption about fingerprint examiner infallibility affected by the NAS report? Was your assumption affected by activities that occurred after the NAS report?

Write your content

At some point you have to stop asking and start acting, writing your content. Write your draft 0.5 to get your thoughts down, then write your draft 1.0. And keep your personas in mind while you do it.

Check your content

Once it’s drafted, check it again. Have your dated assumptions crept into your writing? Did you use the term “SEO” out of habit, by mistake? Fix it.

The results of up-to-date content

If you do all these things, you’ll ensure that your competitors don’t laugh at your content and tell you how out of touch you are.

Ideally, you want your competitors to show how out of date they are.

“Look at WidgetCorp, who doesn’t even know how to spell! Their writer’s left finger slipped while typing, and they typed the so-called word ‘AEO’ rather than ‘SEO’! Everybody know the term is SEO!”

Which gives you the opportunity to write a succinct reply to your bozo competitor.

I’ll give you the joy of writing it yourself.

Unless you want Bredemarket to write it, or other content. Book a free meeting to discuss your needs. https://bredemarket.com/mark/

Stop losing prospects! Use Bredemarket content for tech marketers

IB360° Product Marketing Must Address as Many Target Audiences as A Spartanburg Buffet

(Imagen 4)

On Wednesday, in the process of explaining how B2B product marketers must address multiple “hungry people” (target audiences), I described the Bacchanal Buffet at Caesars Palace in Las Vegas, Nevada.

But buffets are not confined to Las Vegas.

I have not visited Spartanburg, South Carolina in decades. When my family was making regular drives from Virginia to Alabama, it was years before I learned how to spell “AFIS.” Yet I know that it has at least one good buffet serving multiple types of hungry people.

Not hungry for food.

Hungry for biometric software.

And no, I’m not talking about DataWorks Plus. They’re in Greenville.

But if you head east to Spartanburg, you’ll arrive at the headquarters of Integrated Biometrics, the company that just launched the IB360° software for partners and integrators.

But if you look at the IB360 web page, you’ll see that the various partners and integrators have different needs for software solutions. For example, here’s Integrated Biometrics’ messaging for hardware integrators:

“If you build with devices like fingerprint scanners or facial recognition cameras, IB360° helps you showcase your hardware’s full potential. Integrate quickly with modular licensing, create recurring revenue, and reduce reliance on external suppliers. Address multiple use cases with automated syncing and tight integration with Integrated Biometrics’ sensors.”

But software integerators and systems integrators have different needs than hardware integrators. You can view these on the web page.

Or you can download the appropriate brochure for your needs from the “Documents & Downloads” section at the bottom of the page.

From https://integratedbiometrics.com/products/software/ib360.

Who or What is Evaluating Your Proposal?

As I’ve said before, you should write a proposal that resonates with the people who read it. In marketing terms, you write for the key personas in your target audience.

But what if your target audience never reads your proposal?

Diella, Albanian Minister of Procurement

In Albania, it’s possible that no person will read it.

“A new minister in Albania charged to handle public procurement will be impervious to bribes, threats, or attempts to curry favour. That is because Diella, as she is called, is an AI-generated bot.

“Prime Minister Edi Rama, who is about to begin his fourth term, said on Thursday that Diella, which means “sun” in Albanian, will manage and award all public tenders in which the government contracts private companies for various projects.”

Imagen 4.

The intent is to stop corruption from “gangs seeking to launder their money from trafficking drugs and weapons.”

When people evaluate proposals

But how savvy is Diella?

Let me provide a proposal evaluation example that has nothing to do with corruption, but illustrates why AI must be robust.

A couple of years before I became a proposal writer, I was a Request for Proposals (RFP) writer…sort of. A Moss Adams consultant and I assembled an RFP that required respondents to answer Yes or No to a checklist of questions.

When the consultant and I received the proposals, we selected two finalists…neither of whom responded “Yes” to every question like some submissions. 

We figured that the ones who said “Yes” were just trying to get the maximum points, whether they could do the work or not. 

Imagen 4.

The two finalists gave some thought to the requirements and raised legitimate concerns.

Can Diella detect corruption?

Hopefully Diella is too smart to be fooled by such shenanigans. But how can she keep the gangs out of Albania’s government procurements?

Imagen 4.

Certainly on one level Diella can conduct a Know Your Business check to ensure a bidder isn’t owned by a gang leader. But as we’ve seen before in Hungary, the beneficial owner may not be the legal owner. Can Diella detect that?

Add to this the need to detect whether the entity can actually do what it says it will do. While I appreciate that the removal of humans prevents a shady procurement official from favoring an unqualified bidder, at the same time you end up relying on a bot to evaluate the bidders’ claims to competency.

Of course this could all be a gimmick, and Diella will do nothing more than give the government the aura of scientific selection, while in reality the same procurement officers will do the same things, with the same results.

Let’s see what happens with the next few bids.

Your Product Marketing Must Address as Many Target Audiences as A Las Vegas Buffet

Messaging. It’s what B2B product marketers do. And it’s also what proposal professional professionals do, as we shall see. 

But even the simplest B2B product suffers with one-dimensional messaging.

Why? Because even simple products often require many types of people to get involved in the purchasing cycle.

Marketers often talk about target audiences. I personally believe that term doesn’t describe the concept properly, so I prefer to refer to hungry people.

Which brings us to the Las Vegas buffet.

Variety for hungry people

Las Vegas is a destination visited by over 40 million people per year from all over the world. And the casino hotels know that they’re hungry for food, and they hope the hungry people will stay on property.

So do they serve Caesars Burgers?

Um, no. 40 million people don’t eat the same thing.

This becomes very clear if you visit the Bacchanal Buffet at Caesars Palace, with over 250 items prepared in 10 kitchens.

“From Roman-style pizza to Carne Asada Tacos inspired by the food trucks of L. A., there’s something for everyone. Find a world of flavor at our nine live-action cooking stations. Indulge in originals like slow-cooked prime rib, smoked beef brisket, crab, and wood-fired pizza. Or try something different, like whole Ahi Tuna Poke, roasted duck, or Singaporean Blue Crab and seasonal agua frescas.”

(Imagen 4)

There is literally something for everyone. And the hungry person salivating for Ahi Tuna Poke doesn’t care about the beef brisket.

Which brings us to local police automated fingerprint identification system (AFIS) proposals.

Variety for hungry people

If you had asked me in September 1994 (before I started at Printrak in October) the target audience for local police AFIS, I would have replied, “fingerprint people.”

That answer would be incorrect.

Tenprint and latent people 

Because, even if you limit things to the criminal AFIS world, there are (at least) two types of fingerprint people: tenprint examiners, and latent examiners. I asked my buddy Bredebot to summarize the stereotypical differences between the two. Here is some of what he said:

“‘Assembly line‘ comparisons: Because tenprint comparisons use high-quality, known impressions taken under controlled conditions, their work can be automated and is often perceived as a high-volume, less complex task. This is in contrast to the specialized analysis required for latent prints.

“Artistic and subjective: Because latent prints are often smudged, distorted, and incomplete, examiners must make subjective judgments about their suitability for comparison. This has led to the criticism that the process is more of an art than a science.”

Bredebot has never attended an International Association for Identification conference, but I have. Many many years ago I attended a session on tenprint examiner certification. Latent examiners had this way cool certification and some people thought that more tenprint examiners should participate in their way cool certification program. As I recall, this meeting way heavily attended…by latent folks. Even today, the number of Certified Latent Print Examiners (CLPEs) is far greater than the number of Certified Tenprint Examiners (CTPEs).

Other people

But you can’t procure an AFIS by talking to tenprint and latent people alone.

As I noted years ago, other people get involved in a local police AFIS procurement, using Ontario, California as an example:

(Imagen 4)
  • The field investigators who run across biometric evidence at the scene of a crime, such as a knife with a fingerprint on it or a video feed showing someone breaking into a liquor store.
  • The information technologies (IT) people who are responsible for ensuring that Ontario, California’s biometric data is sent to San Bernardino County, the state of California, perhaps other systems such as the Western Identification Network, and the Federal Bureau of Investigation. 
  • The purchasing agent who has to make sure that all of Ontario’s purchases comply with purchasing laws and regulations. 
  • The privacy advocate who needs to ensure that the biometric data complies with state and national privacy laws.
  • The mayor (still Paul Leon as I write this), who has to deal with angry citizens asking why their catalytic converters are being stolen from their vehicles, and demanding to know what the mayor is doing about it. 
  • Probably a dozen other stakeholders that I haven’t talked about yet, but who are influenced by the city’s purchasing decision.

Feeding the hungry people 

So even a relatively simple B2B product has multiple target audiences.

Should product marketers apply the same one-dimensional messaging to all of them?

Um, no.

If you did that, purchasing agents would fall asleep at mentions of “level 3 detail,” while latent examiners would abandon their usual attention to detail when confronted by privacy references to the California Information Practices Act of 1977. (The CCPA, CPRA, and CPPA apply to private entities.)

So, whether you like it or not, you need separate messaging for each of your categories of hungry people.

(Imagen 4)

One time, as part of an account-based marketing effort, I had to construct a multi-variable messaging matrix…for a product that is arguably simpler than an AFIS.

And yes, I used Microsoft Excel.

And I can use my mad Excel skillz for you also, if your company needs content, proposal, or analysis assistance in your technology product marketing operations. Contact Bredemarket at https://bredemarket.com/mark/.

Stop losing prospects! Use Bredemarket content for tech marketers
Content for tech marketers.

And proposal professional professionals, read this.

Revisiting Brand Archetypes with My Good Buddy Gemini

I’ve been interested in brand archetypes for years. You’ll recall my first post on the topic, after which I used Kaye Putnam’s quiz to determine my archetypes: primarily Sage, with some others.

Sage, Explorer, Royalty, Entertainer.

This morning I attended a webinar, sponsored by Verizon and under the auspices of SCORE and BizHuub, on the topic of budget-friendly branding. It was presented by Warrick and Takicha Roundtree.

After some preliminary discussions, the Roundtrees focused on the topic of the 12 brand archetypes. They then encouraged us to explore our brand archetypes, with the help of our favorite generative AI tool.

The first prompt, and the response

I am Bredemarket. I offer marketing and writing services (content, proposal, analysis) to identity, biometrics, and technology firms. I sell these services to marketing leaders at these firms. Give me a list of psychographic characteristics of my most likely buyer.

Here is a list of psychographic characteristics of your most likely buyer, the marketing leader at an identity, biometrics, or technology firm. These characteristics go beyond simple demographics and aim to uncover their motivations, challenges, and attitudes.

Core Motivations and Goals

  • Career-Driven and Results-Oriented: They are primarily motivated by professional success. They need to demonstrate a positive ROI on their marketing budget and show tangible results in the form of lead generation, increased brand awareness, or successful product launches.
  • Aspirational: They want to be seen as innovative and forward-thinking within their company and the industry. They are looking for solutions that will help them gain a competitive edge and establish their firm as a leader in its field.
  • Driven by Urgency: They are often facing deadlines and a “need it yesterday” mentality. They have projects to complete, campaigns to launch, and are looking for a reliable partner who can jump in and deliver high-quality work quickly and efficiently.
  • Seeking Strategic Partnership: While they need a service provider, they are really looking for a partner who can provide fresh, objective insights and strategic thinking. They value an external perspective that isn’t clouded by internal biases or politics.

Challenges and Pain Points

  • Overwhelmed and Under-Resourced: They are likely managing a lean team and a multitude of responsibilities, from content creation to campaign management and analytics. They may not have the in-house expertise or bandwidth for every project, especially specialized ones like proposal writing or complex analysis.
  • Need for Specialized Expertise: They are acutely aware that their firm’s technology is complex and niche. They need a writer and marketer who can understand the technical nuances of identity and biometrics and translate them into compelling, clear, and trustworthy content for a B2B audience.
  • Information and Privacy Concerns: The identity and biometrics space is sensitive. They are concerned with navigating complex issues like data privacy regulations, ethical considerations, and public perception. They need content that addresses these concerns and builds trust with their audience.
  • Difficulty Demonstrating Value: They struggle to effectively communicate the value of their complex, often-invisible, technology to different stakeholders, from technical users to C-suite executives.

Attitudes and Behaviors

  • Risk-Averse (to a point): While they want to innovate, they are also responsible for their budget and brand reputation. They will seek out a provider with a proven track record, relevant case studies, and a clear understanding of their industry.
  • Values Efficiency: They appreciate a streamlined, no-fuss process. They don’t have time for extensive hand-holding or for a provider who needs a lot of training on the basics of their industry.
  • Prefers a Collaborative Approach: They don’t want to simply hand over a task. They want a partner who will engage in a dialogue, provide strategic recommendations, and work with their team to achieve a shared vision.
  • Values Trust and Reliability: Given the sensitive nature of their business, they need to feel completely confident that their partner is stable, consistent, and committed to the project. They value a partner who is responsive and transparent in their operations.

The second prompt, and the response

Which of the 12 brand archetypes would appeal to my customers?

Based on the psychographic characteristics of your target customer—the marketing leader at a technology, biometrics, or identity firm—several brand archetypes would likely resonate most strongly.

The key is to choose an archetype that speaks to their professional motivations, pain points, and desire for a strategic, trustworthy partner.

Here are the most relevant archetypes for Bredemarket:

1. The Sage

  • Why it works: This is the most natural fit. The Sage is the expert, the thought leader, and the trusted advisor. Your customers are seeking knowledge, analysis, and strategic insights. They don’t just want content written; they want content that is well-researched, accurate, and authoritative.
  • How to embody it:
    • Focus on data-driven insights and analysis.
    • Create content that educates and informs, such as white papers, in-depth reports, and industry analysis.
    • Position yourself as an expert who understands the complex nuances of their industry, not just a content mill.
    • Your tone should be knowledgeable, wise, and credible.

2. The Creator

  • Why it works: Your services are inherently creative. You are creating content, proposals, and narratives from scratch. Marketing leaders at tech firms are looking for someone who can translate complex technical information into compelling, engaging stories that resonate with their audience.
  • How to embody it:
    • Showcase your ability to build something from nothing—a strong narrative, a winning proposal, or a memorable campaign.
    • Use a portfolio to highlight diverse, imaginative work you’ve done for other clients.
    • Emphasize your process, from ideation to final execution.
    • Your messaging should focus on innovation, originality, and the power of well-crafted communication.

3. The Hero

  • Why it works: This archetype addresses your customer’s pain points directly. They are heroes within their own companies, tasked with generating leads and demonstrating ROI. You, as Bredemarket, can be their sidekick or a “hero for hire” who helps them conquer their challenges.
  • How to embody it:
    • Frame your services as a solution to their problems. Instead of “We write proposals,” say “We write proposals that help you win bids.”
    • Use success stories and testimonials that highlight how you helped a client overcome a major challenge (e.g., “Helped Company X generate 50% more leads with a new content strategy”).
    • Your tone should be confident, courageous, and results-oriented.

Secondary, Supporting Archetype: The Ruler

  • Why it works: While this may not be your primary archetype, it’s a good supporting one. Marketing leaders are often in a position of power and authority. By positioning yourself as a professional and organized partner, you align with their desire for order and control.
  • How to embody it:
    • Emphasize your clear processes, reliability, and project management skills.
    • Communicate with precision and confidence, demonstrating your command of the subject matter and the project.
    • Show that you bring order to the chaos of their marketing needs.

Summary & Recommendation

For Bredemarket, the Sage and Creator are your strongest primary archetypes.

  • Sage establishes your expertise and credibility, which is paramount in a technical field.
  • Creator highlights your specific skill set and ability to build compelling narratives.

You can then use the Hero archetype to frame your marketing messages around the problems you solve, and the Ruler to reassure potential clients about your professionalism and reliability.

By combining these, you can craft a brand identity that is both intelligent and innovative, while also being trustworthy and empowering for your target customer.

What I need to do

So what have I learned from the Roundtrees’ prompts and Google Gemini’s responses?

Well, at least my Sage and Royalty/Ruler archetypes are on, um, target with my audience.

I need to analyze the rest of the two responses and perhaps make some changes in direction in my self-promotional content. After all, Google never lies.

In truth, why is Google happy that I’m ignoring its marketing advice?

How Does It Feel?

Whether you’re a marketer, a biometric expert, a technologist, or just someone scrolling the webs, you can feel a variety of emotions after reading a Bredemarket blog post.

Maybe amused.

Maybe informed, 

Maybe empowered.

But some will experience more powerful emotions.

For a targeted few who find themselves paralyzed, maybe afraid. Afraid that your competitors will steal your prospects unless you act.

Or for those targeted few who despise powerlessness and want to act, maybe hungry. Hungry to get your product’s benefits to your prospects so they convert.

I have to be honest. Some of the people who are inspired to act are perfectly capable of acting on their own. Because they’re not complete unknowns.

But others can use the help of an outside consultant such as Bredemarket.

Content, proposals, analysis. I can help with all of them.

You’re the ones I’m talking to right now.

And perhaps you should take the time to talk to me. https://bredemarket.com/mark/

Stop losing prospects! Use Bredemarket content for tech marketers
Stop losing prospects!

How to (Almost) Sell Anything to Anyone

Marketers, have you ever used someone else’s marketing as an opportunity to market your own solution?

I’ll confess that I’m haunting online conversations about the Kettering Chick-fil-A age assurance issue and adding a technical spin to the conversations.

But I’m not the only one doing this.

I admire the effort of this person who recently emailed me:

“Hi John,

“Your recent post about the 22 types of content product marketers create caught my eye. It echoes what we’ve been seeing with global teams – managing diverse content across borders can be as complex as handling cross-border payroll.”

The emailer then launched into a pitch for his cross-border payroll solution.

While I give the emailer an A+ for effort, the emailer didn’t do his research on his prospect. His prospect, me:

  • Focuses his business on the U.S. (with one exception that you may have seen me mention).
  • Is a sole proprietor, and therefore does not handle payroll in any country.

Good effort though, even though I’m not one of the emailer’s hungry people (target audience).

And if you want to know about the 22 types of content product marketers create, NOW ENDORSED BY A CROSS-BORDER PAYROLL EXPERT, read my post here.

Pharmacy Product Marketing to the Proper Hungry People

Health marketing leaders know that pharmacy product marketing can be complex because of the many stakeholders involved. Depending upon the product or service, your hungry people (target audience) may consist of multiple parties.

  • Pharmaceutical companies.
  • Pharmacists.
  • Medical professionals.
  • Insurance companies.
  • Partners who assist the companies above.
  • Consumers.

And the pharmacy product marketer has to create positioning and messaging for all these parties, for a myriad of use cases: fulfillment, approval, another approval, yet another approval. All the messaging can become a complex matrix. (I know. I’ve maintained a similar messaging matrix for an ABM marketing campaign for the financial services industry.)

To achieve your goals, health marketing leaders require a mix of strategy and tactics. And that’s where my extensive experience can help with your pharmacy product marketing program.

Talk to Bredemarket.

Stop losing prospects! Use Bredemarket content for tech marketers

Animals and Marketing

The experts who do NOT recommend letting ChstGPT run your marketing program DO recommend projecting authenticity in your communications.

But some prospects don’t like authenticity because it is too real and not “professional.”

I’ve alluded to the story of a group of people that knew me well. But of that group, only two felt moved to subscribe to the Bredemarket Instagram account. And one of those two subsequently unsubscribed.

Maybe the wildebeests were the problem.

The problem with people knowing you well is that they know you well…and know the wildebeests more than they want to. And when someone is focused on important business information, one wombat may be one wombat too many.

But not one koala. They have fingerprints, after all.

The lesson learned from this group?

When selecting your target audience, don’t market to satiated people.

Not hungry people.