Why I Love Content Marketing

Content Marketing aka “Corporate Storytelling”

Many people are buzzing about content marketing as if it is a brand new concept. Really, it is just a new title to a long running concept of telling your company or brand story through your marketing campaigns.  Some people have called it Corporate Storytelling or “Old-School Marketing” content. This is the oldest form of marketing after all.

In 1900, Michelin Tires released the first Michelin Guide, which is now the oldest European hotel and restaurant reference guide. It includes the Michelin stars – the awards given to select establishments for excellence – as well as some car-focused tips and tricks. When they launched the Michelin Guide, it was intended to boost the demand for cars (and thus for car tires). The content they were delivering was for a specific and targeted audience – French Motorists. The company was providing valuable information that is of high caliber and a reflection of the company’s brand value – this is great content marketing.

Why Content Marketing is Great

There are so many ad agencies out there that preach about repetition of the brand message being the key to success, but I genuinely believe that the greatest value a company can get from marketing is when there is strong content for it to sit upon (and repeated in different ways, of course). The information you offer provides value in several ways:

To Customers

Companies that offer useful content such as a restaurant guide (like Michelin), tips, how-to videos, and other information that is related and complementary to what the company does represent a brand that I want to be loyal to. A company that cares enough to know what I want and need is one that I will associate with trust and comfort. Great marketing content can naturally create loyalty and brand trust.

For SEO

When the content of your website is consistent and repeating similar/related concepts through the words you choose in blog posts, news releases, social media, and metadata, then search engines can trust your website is not a spammer. If done right, great content marketing can have a very positive impact on your website’s SEO.

For Social Good

Even those people who have no need for your product are likely to come across your company at some point. If your content is valuable, and perhaps offers ancillary information, then you are providing a sort of social good to the world. As a marketer writing about ways for small businesses to do marketing for themselves, you are offering a free service of sorts.  As a software company, you may provide some how-to videos that help people better understand the technology that you offer and its impact on the world.

I implore you to take the time and really think about your company’s story. Ask yourself about the solutions you offer to customers and how that impacts their lives. Your story lives in there somewhere. Or ask me! I’m always open for a meeting or chat to support businesses in writing their corporate story.

 

Enjoy this cool infographic showing a history of Content Marketing

Content Marketing, Corporate Storytelling, Marketing strategy

From the Content Marketing Institute

Building the Breakdown Muscle for Sales Success

Going from failure to failure will improve your sales and marketing

Why? You need to build the failure muscle in order to close that big sale or reach that target audience. It seems that failure is often looked down upon in our society. The emotions that we associate with failure are shame, embarrassment, disappointment, and anger. That is why I don’t think of it as failure when something I’ve tried doesn’t work out – it’s just a breakdown. Resilience is the most underrated virtue of successful business owners.

Shift your view of breakdowns to being about how you are taking a step toward success. It becomes a learning opportunity and leads you to a much more successful ending.  Sales and marketing require a lot of experimenting before finding what works. So fail often to find success. Beyond work, breakdowns are essential to build a muscle that we all must workout in order to achieve success.

“Success consists of going from failure to failure without loss of enthusiasm.”

Winston Churchill

It’s terrible that some kids grow up thinking that competition with others is the only way to win. Those same kids believe that getting things wrong are failures, rather than simple breakdowns that can lead to a success.

Embrace the Failures

Cast a wide net by practicing your breakdowns, and be ready to walk away from an idea if it doesn’t work. Here are some ways for you to workout that breakdown muscle.

  • Experiment in a Safe Place

The projects and prospect with the lease downsides are a great place to start. Avoid projects where the cost of failure is prohibitive.

  • Try New Things

Take the time to try all kinds of ideas. Try lots of different approaches to your sales and marketing tactics.

  • Know When You Have Failed

I know that it is difficult to walk away from an idea that was great in concept, but being truly self-aware and listening closely will offer an opportunity to try something else that will succeed.

  • Recognize the Impact and Make a Plan

After you have a meltdown (or rightfully choose not to), pause and look at the results of your failure. Really look at the sales reports or feedback analysis. Understanding the impact of your failure is key to finding the new road toward your success.

 

Let’s remove the word failure from our work vocabulary. It doesn’t lead us anywhere useful. Instead, let’s celebrate having breakdowns for success.

Are you ready to celebrate your breakdowns?