Bacon content is irresistible because it is the very thing that a visitor wants to complete a task, or to fulfill a need, and perhaps to appeal to an emotional need which that persona has at that moment in their relationship with you. And, of course, it needs to be “consumable” or available at the very moment it’s needed.
As I wrote in my last blog post, when we ran the webinar one of the great questions we got as we closed was, “Is this the same for B2B as it is for B2C?”
It’s easier to consider them different; some of the examples of bacon content my colleague (Misia Tramp) and I gave during the presentation from our personal lives were B2C examples.
However, as the old sales adage goes “people buy from people” and I have long subscribed to the fact that people consume content marketing, not roles or profiles that you might have scribbled up on the whiteboard.
However, this was crystalized for me, when I was reading “Fierce Conversations” by Susan Scott not a book about sales or marketing, but in it she shares this:
When you squeeze an orange, what comes out of it? Orange juice. Why? Because that’s what’s inside, whether it’s on a boardroom table or beside the kitchen sink. It does not leak orange juice at home and tomato juice at work.”
Bacon Content is focused on need and when we are in need, we are being squeezed. Whether the need is to find something to buy for your 14 year old daughter on her birthday, understanding how to operate your new microwave or trying to decide on an enterprise software product – you are driven by the same emotion of need and the same orange juice drips out.
There is also the need for the occasional distraction. Bacon Content is not just about the serious here and now stuff. You might have a few minutes to indulge in a quick top ten list of the most distracting things on the Internet, right now, and that might just be your bacon.
Which points to the importance of understanding audience emotional needs as well as their role and task when defining personas for your content marketing strategy – This is something we focus on at Tahzoo when we do Insight research during our discovery. A vital step that sets the entire stage.
So Bacon to Consumer or Bacon to Business? – No, I say Bacon to People (B2P)!
You can also read more about our ideas about People to People content in this post.