What people say content marketing is:
“Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.”
In order words, it is action, not just talk.
“Your customers don’t care about you, your products, your services…they care about themselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.”
Get this: the typical customer doesn’t care about you. They care about themselves – what they want, what makes them happy, what meets their needs. It’s not about you, so get over yourself. Ditch the hubris, focus on your consumer and really listen.
“Content marketing is the opposite of advertising. It’s about engaging consumers with the stuff they really want, in a way that serves your brand’s purposes and ideals, rather than just trying to jam your logo into their periphery.”
Again, consumer first. This is why I advocate user interviews, but unfortunately it is deemed as an afterthought or good-to-have. If I had to name just one thing I learnt from my product development days, it was the importance of talking to the users and understanding their stories. If you don’t understand your users, you can’t engage them effectively.
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Pay attention to the keywords in bold. We need to be strategic, relevant and consistent. Oftentimes we let our clients ride roughshod over us, forcing us to sacrifice strategy. We need to effectively persuade clients to take sensible steps to attract consumers, rather than letting them dictate a self-absorbed campaign that alienates the end user.