In case it isn’t obvious, the good old days of corporate Marcom are gone forever. DIY is the new model. And everything you do (and a brand does) online is now marketing.
As Andrew Nachison, Founder of We Media, says: “Institutions that once had to go through media to deliver information are now themselves media.” For most businesses, the new requirement of what’s come to be known as Content Marketing is a lot to bite off—and a bit out of most people’s comfort zones or competencies.
There are no experts in marketing anymore. As a result, you get to write the future with your customers. Unfortunately, there are no shortcuts on how to become a publisher to meet today’s requirement to continually create content that your prospects and customers will find relevant or valuable.
What’s your story?
Like it or not, everybody is now a story teller. As a result, people now connect with or buy the story attached to you and your brand. So the essential question is, “Do you have a story?”
Are you giving your customers something to believe in with a deeper meaning?
If you’re not telling a story that others can identify as they’re own, it’s tough to be relevant or have an emotional connection to something.
In case you weren’t sure, it’s all about them.
In this changing environment, it’s important to remember that no one cares about you. Everyone cares about themselves. So your story better deliver benefits to those you seek to connect with, influence and possibly even take money from.
Have a personality, be passionate, and take a position. Personality matters because people matter. Safe or politically correct doesn’t resonate, get remembered or get considered by very many.
Your new job description.
Blog—As often as you can.
You need to be positioning yourself as an expert in your domain of expertise. Your blog should become your personal brand repository and the place where people find your value. Simply put, if you are not blogging, getting found online or creating a powerful and memorable brand is almost impossible.
The value of your blog’s content is cumulative. And the more you create and contribute, the more valuable your content becomes. Initially, you may not see the results you would like from the significant effort you will have to invest in content creation. But over time, your results will improve, often dramatically.
Use these training wheels to get better content.
Writing and producing a never-ending stream of content that your prospects and customers will find valuable and worth sharing with others is a challenge for anyone. To help you get started, these tips can help to improve the foundation of your content—writing.
If your written content meets all of these essential criteria, you’re on the right track.
How are you doing?
Have you embraced Content Marketing and the new continual publishing paradigm? Are you getting the results you were looking for with your blog? Your comments are appreciated.