Consumable Content and the Fruit Salad Tree – What do they have in common?
The beauty of this tree is that there are 4 different fruits trees grafted together to make one tree with peaches, plums, apricots and nectarines. Each fruit ripens at a different time usually a few weeks apart.
What does a fruit salad tree have in common with marketing and why does it matter? CONSUMABLE CONTENT! We all have a marketing message that we want to convey in the most appealing way to prospective and current customers. The message is the same yet how it’s packaged and delivered is different. To deliver your message to your optimal customer:
- You can use digital web based tools including websites and social media,
- You can create a training video or a quick 6 second Vine video, design an incredible brochure, mailer or data sheet.
- You can deliver your message/content in a white paper or a print or digital ad.
The medium you choose determines how your message is crafted. If you are sharing your message via Twitter or Vine it’s concise micro content. An Ad or a Brochure is more visual and a blog or a white paper offers a more in depth detailed look at your message.
Just like the different fruits on the fruit salad tree, the content you are offering targets a different demographic or audience. Let’s say the product that you are selling is a car, when I’m buying a car I’m looking at how many people can fit in my car or what’s the largest trade show graphic or number of boxes that I can fit in the back. I don’t have any interest in what’s under the hood. That type of detailed information would not have any impact on my decision to buy the car. Someone else might be looking at the fuel economy or the firing order of the pistons. We are all buying the exact same thing, a car, yet what’s important to us is completely different.
Getting back to the fruit salad tree, did I mention that I really don’t like plums? It doesn’t matter because both of my son’s love them and I think my husband has his eye on the nectarines and we all like peaches. We all have different favorites and they all come from the same source.
When you are working on your Consumable Content make sure that you have something for everyone in your target audience the same way that our Fruit Salad Tree has a different fruit for each member of my family.My youngest son is an aspiring chef. He’s always looking for the most unique and innovative ingredients. He is equally as innovative with his garden. His more unique find is his Fruit Salad Tree. Yes, you heard correctly. A Fruit Salad Tree.