The Truth Talk to me

I use a process in my work that gets me to the core of any challenge, and leads to what I call an Essential Truth that – once formulated – informs everything else. So, what’s the Truth about Andrew Crighton and iPrimate? It’s HELP.

I’m at a place in my career where I’m exploring new horizons and breaking boundaries to help others… and help myself. I’ll tell you a lot more about it sometime, but, essentially, the new horizons have to do with VOCATION and the breaking boundaries has to do with LOCATION.

VOCATION means publishing… for a writer. And for this writer that means non-traditional publishing (you’re reading it). And it means content (you’re reading it). Whether my new horizons serve ME or YOU, they’re challenging and rewarding.

LOCATION is about flexibility. Kids have gone; home in the city less relevant. I still have one foot in Toronto, but I’m really living on the shores of Georgian Bay. Some people know I have a 1989 Volkswagen bus/camper in which I can go anywhere, anytime to write. And meet. And collaborate. But, mostly, breaking boundaries has to do with the Internet. I’m determined to get more clients/patrons/working relationships/ partners in other geographies, because we all really share the same geography, these days (you’re reading it).

So, it’s about VOCATION, LOCATION. And it’s about HELP.

May I?

Andrew Crighton, iPrimate
127 Kingswood Road
Toronto, Ontario m4e 3n4

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April 12, 2012


Where the consumer lives, and what they're interested in

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.