Where have I been all my life?
Did you know that 2013 was the year of content marketing? Well, praise the lord and pass the ammunition! Let’s take e-strategy and slap a new name on it and that will make it new and exciting. Let’s put together some content development teams and do some corporate back slapping, push it out and get some spray. Spray! Sounds appealing doesn’t it? Let’s just spray ’em with this stuff and go to lunch. Now we’re starting to understand that audiences don’t want to be talked at. We’re realizing that instead of pushing we need to attract. We need to educate and help our audiences. We realize now that if we do something useful for our customers, they’ll do something useful for us. The brand forward approach doesn’t work anymore. You have to reach out and give helpful information even if your competition benefits from it. As they say, a rising tide..
For years, marketers were fearful of taking that leap of faith because of brand guidelines and traditional market research. Now that’s all changed. Customers have lots of choices and lots of companies whispering in their ear. Yes, it’s here. Finally. But it will not be easy. We have to re-think our approach to communicating, educating and helping our audiences.We need to create content that is personal, familiar and interesting. It’s called engagement. It’s called thought leadership.
You’ve got to give a little to get a little.
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