This time of year is a race for the finish line! Companies are attempting to squeeze every dollar into their 2016 reports and results. The idea of sending someone elsewhere seems a little crazy today. In fact, it seems just as crazy as it did in 1947 and again in 1994 for both releases of the movie, “The Miracle on 34th Street”. While most companies focus on earning every penny of business they can get, many miss out on the concept of sacrificing a sale today for many more in the future.
What do I mean? Well, the Kris Kringle approach of course!
What is the Kris Kringle Approach?
The Kris Kringle approach is the concept of giving people what they want even if it is not from you. It originates from the movie “Miracle on 34th Street,” where the Macy’s department store Santa Claus advises customers on where they can get the toys they want, even though they are outside of Macy’s.
By advising them to go somewhere else, he created a successful PR marketing for Macy’s simply by putting the customers’ needs at the forefront. Then they trusted him. Although this story is purely fictional in nature, this is the principle that lies behind altruism marketing.
So how does the Kris Kringle method apply to your business and content marketing? It is all about giving customers truly helpful and useful content so that they will trust you and eventually buy from you.
Why Does the “Selfless” Approach Work in Digital Marketing?
Here are some of the reasons why you need to adopt the Kris Kringle method of doing business as your own:
Audiences have wised up
FREE! FREE! FREE! Only Today! …yeah, right.
People run away from hard selling as fast as they can. If you try to pitch your products and services to them too often or in a highly promotional way, they will unfollow your social media pages and unsubscribe to your newsletter.
People want interesting and useful information
A study published by TMG Custom Media & Marketing Tech Blog found that 90% of consumers find personalized or custom content useful. This means providing content that is of great value to customers will influence and impact your customers’ purchasing decisions.
Instead of churning out sales pages and landing pages, publish quality blog posts that will help improve the lives of other people. Companies that use their websites, blogs, and social media to share quality content, create engagement, and build online communities are coming out ahead.
People buy from who makes them feel good
It is a known fact that customers buy from companies that they can identify with and that will make them feel good about themselves. This is why it is important to have a positive vibe with potential customers by creating a good first impression through altruistic content.
You become an authority in your industry
Publishing regular content makes you a thought leader in your niche and makes your brand an authority in your industry. However, not just any content will do. Learn to write content for your readers first, and search engines second. Use uplifting and encouraging words that educate, transform, or make an impact on people.
It improves SEO
The days of keyword stuffing and black-hat SEO are long gone thanks to Google’s frequent algorithm changes. They are now replaced by the practice of publishing high quality, relevant content. Doing this regularly increases your chances of being featured more prominently on the search engine result pages.
It builds a community
Giving free and useful information allows you to create your own tribe, which is a tight-knit community of online followers who are loyal to your brand. By giving them free, valuable content on a regular basis, they will also invest their time and money to your business in the long run.
Now that you know why to try this approach, here are some ideas on how to actually do altruistic content marketing…
“Selfless” Content Marketing Ideas
Make entertaining videos
Content is not just limited to words; it comes in many forms, with videos leading the pack. According to Hubspot, adding an informative and humorous video to your landing pages can improve your website’s conversion rates by as much as 80%.
Write and publish how-to articles or blogs
How-to articles are popular for a reason. This type of content is shared often and bookmarked because they help people solve a problem. Providing free information that makes the lives of people easier improves the reputation of your brand and increases loyalty.
Creating a blog post with a list format has been hugely popular for a couple of years now, and for good reason. As online consumers, people want information delivered in a succinct way. The list format allows for quick scanning so readers can get the important information they want.
Interview industry experts and thought leaders
Seeking out the experts in your industry allows you to gain a new perspective and fresh insights into what they know. Then you share your findings with your readers who will find it useful as well.
Invite guest bloggers
Guest blogging fosters friendship within people who are in the same industry. It also celebrates the idea of community over competition and gives your readers the chance to explore ideas from another source aside from you.
Do a step-by-step demo
Sometimes words are not sufficient in explaining how things work. Your audience can benefit a lot from watching a step-by-step demonstration of whatever it is that you do best: it could be baking a cake or designing a business logo in Adobe InDesign.
Give a guided tour of your business
People love to read a behind-the-scenes post to give them an idea of how your business works and where you get inspiration from. More importantly, it allows them to catch a glimpse and get to know the people behind the business.
Write product reviews
Write reviews of products and services that are being used by your target audience. Post honest, unbiased reviews instead of sponsored content because the latter is viewed negatively by consumers.
You can repurpose previous blog posts that are evergreen and have a unifying theme into an ebook. Use it to capture email addresses on your landing page and grow your email list.
Publish original research in a white paper
If there are certain aspects of your industry that have not been explored but are important to your subscribers, create a survey about them and publish the results as a white paper.
Post a resource roundup
Bookmark useful links and share them as a blog post. Make sure to carefully curate the kind of content you share and only post stuff that your readers will find highly relevant and useful in their daily lives.
Create a FAQ list
Tired of answering the same questions in the comments section of your blog? Collect all of the popular questions and answer them through a blog post.
Is there a lot of misleading information within your industry? Set it right by writing a post debunking all of the myths and misconceptions. Your audience will thank you for it.
These ideas should help to get your mind working in the right direction. But what does it look like in real life?
Companies Doing It Right
Here are a few companies that make use of altruism marketing and are very effective at it:
Whole Foods has marketed clean eating and healthy living, not as a passing fad or a fancy trend, but as a way of life. The company’s website has a special section devoted to healthy eating, how-to videos, cooking and shopping tips, recipe collections, and nutrition tips for families.
Denny’s blog is the perfect example of a company that does not take itself too seriously. The company’s playful brand matches its Tumblr account where you can find all sorts of quirky, whimsical, and sometimes bizarre user-generated content that its audience finds entertaining.
The ride-sharing mobile app company is great at providing its audience with a platform to tell their own stories with the company’s hashtag #whyILyft.
The Kris Kringle approach is truly the gift that keeps on giving. Creating content that makes the lives of other people better will truly inspire, delight, and benefit your customers, turning them into brand loyalists. This is one strategy to keep in mind when planning your content marketing this holiday season.