If you’ve got a dual audience, your marketing team may not be in alignment as to how you should reach both simultaneously. So... What’s the solution?
👉 The 75/25 rule. 👈
- Create single-audience content 75% of the time, aimed at the second tier (insured business).
- Run a separate content channel 25% of the time, dedicated to the first tier (broker). Here’s how to do it: 📢 Be the Pied Piper 75% of the time. When you talk directly to the second tier, you drag the first tier along. KEY: When content is written for the second tier, the first tier hears you loud and clear because the first tier ultimately cares more about the second tier’s needs than their own.
EXAMPLE: When you write for the insured business, the broker also learns about the policies, the best practices for safety, and more. But, never vice versa. That's key. ☎️ Play telephone 25% of the time. Talk directly to your first tier audience sometimes too. EXAMPLE: When you write for the broker exclusively, only
the broker hears you. The insured business has no interest and that’s ok because sometimes the broker needs to be addressed directly. This is still 25% of your content program — a decent amount — so don't forget to strategize for it and build an audience. Bottom line: 👯 A dual-focused content strategy works, but only when you are intentional about it. ⚖️ Follow the 75/25 rule. 📢 Be the Pied Piper and bring your first tier along as you reach your second tier audience most of the time. ☎️ Talk directly to your first tier when you have something only they need to hear. You got this.
All the best, Mindi 😊
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