What the heck is affinity content?

Sometimes when you have a really niche market, you can run out of things to talk about in your content. There’s only so much you can say about selling houses, fashion or marketing trends. When the well runs dry, look to affinity content to save you.

The term affinity was coined by Ian Lurie and refers to content that shares an audience for no apparent reason. He uses an example of people who own boats tend to watch more extreme sports on TV.

How do you find out what random things your audience likes? Here are a few free hacks.

  1. Start as if you’re creating a Facebook ad. Under detailed targeting for your audience, type in an interest that you know your audience has. Then click suggestions to get topic ideas.
  2. Check out Google’s suggested content too. Search for something in your industry and see what the suggested related content is.
  3. Amazon is perfect for this as well because people who bought “this industry book” or a product like yours also purchased “X, Y and Z” products.
  4. Lastly, think about your customer. What might they like based on demographics, your industry or the type of product you sell.

If you use these affinities to create content about all of your audience’s interests, instead of just those directly relating to your business, you’re more likely to build long term rapport. They’ll remember you when they have a need for your product or service because you’ll provide them value in a dynamic way.

I’m Robin Samora with the Fast Marketing Minute. It doesn’t matter whether we’re in good times or bad time, you still need marketing and a marketing plan. Let’s talk about yours and how I might help. I’m at RobinSamora.com. Talk tomorrow!