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:
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.
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.