April 12, 2012
CM – WHERE YOU COMIN’ FROM?
- CONTENT lives HERE
Content Marketing is about aligning business and consumer information needs with content – stuff to read, watch, absorb. According to Wikipedia, it’s “the creation or sharing of content for the purpose of engaging current and potential consumer bases, according to the notion that delivering high-quality, relevant and valuable information drives profitable consumer action.”
So, if I read the tea leaves correctly, Content Marketing is putting your best foot forward on the path to where your customer lives. For a creative communicator like me that means producing and providing engaging content that is relevant. Different topics have different degrees of relevance to different people, depending how they choose to live their lives. The job of the content marketer is to figure out what’s going to mean something to a desired target market, and then to do a quality job of producing something that matters – something that breaks throught their irrelevance defences. If it does, you’ll know it.
Importantly, the path to where your customer lives is a 2-way street. If you approach things prudently, you can make it a give and take exchange that strikes just the right balance between your motivation(selling something) and your customer’s motivation (getting something). When you meet them on the street, it’s all about figuring out what they’re all about. And they’re trying to figure out the same thing about you (and your brand). “Where you comin’ from?” Ever since the Sixties, it’s been a good question. And good questions never die.