The words ‘white noise’ immediately come to mind.
Pause for a second and think about what attracts you to a brand and what it offers:
Hopefully the sarcasm screams through the page, but, again, it’s something I’ve faced in my career countless times.
The answer is no. Emphatically, and I stress this, no one cares about how amazing your product is. Well, at least not on its own.
The art of marketing is understanding your audience, the key segments within, and then matching everything about your brand back to telling a tale about who you are, delivering experiences of value which earn trust, and ultimately delighting your audience with what you’re selling.
It’s a simple approach, and one that content kings HubSpot champion:
“According to a recent Edelman Trust Barometer, 63% of consumers need to hear company claims 3-5x before they’ll actually believe them”
You wouldn’t ask someone to marry you on a first date, would you? Don’t be that person…
We’re bombarded with more marketing than ever, which leads back to what I mentioned earlier - white noise. Indeed, there are slight nuances. Take influencers, for example. That’s a refreshing take on marketing, paying someone to talk to the masses about your product being amazing. Oh, wait, that sounds familiar doesn’t it?
But the answer is right in front of us.
It has been there since the time we wrote in caves and told stories by the campfire.
It’s what Shakespeare, T. S. Eliot, Michael Jackson, and every great story teller has kept alive for millennia.
We crave stories. We need that fix of fresh, invigorating takes on everyday things to engage us and break through the mundane scroll on Facebook or early morning search through our inbox.
The most common components of a content marketing program are social media networks, blogs, visual content, and premium content assets -- like tools, ebooks, or webinars.”
Unfortunately, the focus is all too often on thinking about creating a blog which tells someone to purchase your product. It’s easy to let hubris take over, instead of stepping back and asking what does my audience care about, how can I answer this, and what is my take on this?
And if you’re thinking that you don’t have any original content to create, just pause and think about an original story you’ve encountered in your life. Truly question if it was 100% unique.
I’d bet that’s not the case. But it was a fresh approach to the issue, be that the form the content took, the conclusion, how it looked or felt etc. Your view is valuable, so don’t be lazy and think it an excuse not to create content.
Don’t believe me? Just look at this awesome content that makes my life easier:
Not one ounce of selling. It’s all about value. I’ve asked a question, I’ve received an answer, and boy is that answer valuable.
Having spent 10+ years practicing content marketing and amassing marketing qualifications, you’d be correct in thinking that I may have assumed I knew everything I needed about content. I was very wrong.
Enter Marcus Sheridan’s book. Boiled down to its bare bones, it covers:
I thoroughly recommend that you pick up a copy of that book. It was a game-changer, and for any marketer struggling to align sales, marketing, product and the whole business towards crowning content as your king, it’s going to work wonders.
Head over to this link to pick up a copy. Do it. You won’t regret it (and no, I receive no benefit in kind for recommending this!).
How do I crown content as king?
It’s a great question. Hopefully this blog has offered reason enough to explore content as a machine to drive awareness, build trust and deliver value for your audience. Coupled with the free resources within, there’s plenty of food for thought and a direction to head in.
Unsure on where to go next? Reach out to Flamingo Marketing Strategies Ltd and they’ll find the right size crown to make content your king.