Content is king. What this means is that information is power. A recent webinar by Social Media Today(you may need to register on the site to hear the audio), How Content Marketing is Changing Everything, highlights the challenge for marketers today. We must not only deliver the right information, in the right place, at the right time; we must create the right stuff in order to earn our customers’ attention.
Content rules.This is actually the title of an excellent book on marketing that made the best seller list (I have no connection to the authors). It has ‘ideas you can steal’. Steal them!
Content is where it’s at. Wherever you are – facebook, twitter, you name it – what is going to bring people back? What’s going to make people want to share? What’s going to make it easy for people to ‘get’ what you’re trying to convey? Sometimes it’s an infographic. Sometimes it’s curated content on Scoop.it or Pinterest. Sometimes it’s a white paper.
Content is anythingyou create to tell/share your story. Content can be created internally. Content can be outsourced. Content can be curated (more on that subject in my next blog post). It’s up to you to determine which construction is going to work for you and your audience(s).
Content is everything. ‘Content marketing’ has become the fancy term, but it doesn’t stand on its own. You can’t have a content strategy without a digital or social strategy. It’s not something to do separate from the rest of your marketing communications efforts. It’s the essence of what you do. It’s the way you earn attention. It’s the thing that resonates with your markets, delivered at the right time through the right channel(s).
Content sucks. Or it doesn’t. If the former, no one will care about it, no one will share it. People will see it; then go away. They may never come back. If it’s great, it’s gold.
This create conversation cartoon (from my favorite Hugh MacLeod at Gaping Void; also have no connection to him; just love the daily cartoons he’ll send you!) says it all in a nutshell. We will create uncommon content only when we begin to think of our brand as a platform from which all dialogue ensues (for great tips, see 29 Brilliant Minds Share Uncommon Content Strategy Advice). And, yes, we must understand that it’s a dialogue. We must create content that’s worth talking about. Content that’s one-sided is boring. It lacks the meaning that comes from incorporating the viewpoint of our constituents. It’s just not worth engaging over.