13 Dec 2010
Reading a white paper from PR Newswire entitled Marketing is Content, it struck me that content can be compared to the presents under a Christmas tree.
But imagine presents with no tree. Not quite the same is it?
And herein lies the crux of your content marketing. The tree is critical to your content, it represents the core theme i.e. your thought leadership position – it is the focal point around which your content should revolve and which gives your content a sense of direction and purpose.
And the decorations? They make the tree look attractive, think of them as the myriad of channels you have at your disposal to share your content with your market.
As a parent with two kids, my wife and I do our ‘research’ well before Christmas. We pretty much know their interests and then cunningly ascertain what they want and what’s hot in their lives. It’s a combination of knowing them well but also sense checking because what was hot six months ago is old hat today. Can you imagine their disappointment un-wrapping a handful of presents on the day that in no way reflects their interests or shows scant foresight of their environment, sex and age group? Perish the thought.
Likewise perish your brand if you attempt the same with the content you provide to your customers and your prospects.
Without a deep understanding of their sector and their business needs don’t waste your time and money. Moreover don’t waste their time with irrelevant content. Just because it’s content doesn’t mean it’s useful and just because it’s content doesn’t mean you are a thought leader.
Thought leading content is the stuff that really adds value to your customer’s lives, it’s content that positions you as the expert in that field. Best of all it’s content which keeps them coming back and which ultimately underpins the sale.
By now, give or take a few disappointments along the way my kids pretty much trust Father Christmas’ judgment. There is a strong brand promise and a level of excitement that the content under that tree meets if not exceeds their expectations. They’re happy ‘customers’ who keep coming back year after year.
And if we really get it right, guess what? They tell all their friends.
Remember, Christmas is not the same without the tree, the presents and the decorations. I haven’t even begun on the higher intent, the very raison d’etre of Christmas which I equate to your values and the way in which you do business and your guide as to how you relate to your customers and how you conduct business with them – but another time for that.
Merry Christmas everyone.
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