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After all,a main sourceof the
power ofcontent marketingis that it getsprospects to lowertheir Marketing Long enough,Defense Systems we hope, to get their attention andfor a few minutes. earn their custom.
But when the Content Effluent
Deluge begins (many would say it already has), people will start to invoke those Marketing Defense Systems again. Content t ten t And they’ll Con ten nt Con Content Content Co nte be right to nt Content nteContent Content Content Content Content Content Content Content do so. Co Content Content Content Content ontent ContentContent Content Content Content Content Con Content Content Content tent Content Content Content Co Content Content Con Con nt Co tent en nt tent t en t Con tent
If you’re in the business
of the kind that really helps people do their jobs; the kind that entertains as well as informs; the kind that blows people’s socks off, then sells them slippers; you’re increasingly going to beup against the other kind of content. The Shite
The weak content will look
from the outside a whole lotTo make like the good stuff.things worse, Snappy titles. Come-hither subtitles. Friendly, open design. It’s only when people actually eat the stuff that they’ll discover just how bad it is.
Great. Content. Brands.‘Great’ ‘Content’ ‘Brands’
because you because this is because a brand aim high and hit different from is a promise. the target. your product or And a strong service brands. brand is built on this is about promises upheld. being known for producing top-notch content.
A Great Content Brandis a
brand that’s famous forproducing intelligent, usefuland entertaining content that’salways worth consuming.
‘Well-known’ is not enough. Go
for famous (in your market). A Great Content Brand Never condescending or over-simplified. is a brand that’s famous for Utility is the essence of content marketing. producing intelligent, useful Make yourself useful.This doesn’tmean a laugh and entertaining content that’s always worth consuming.riot. It meansconfident,clear and easyto read witha bit of attitudeand energy. If you fail once, Even if each piece you damage the brand. doesn’t nail their exact info-needs, they’ll be glad they invested the time.
There’s an added benefit.Remember the
skills gap thatkicked off this whole rant?Well Great Content Brands alsoattract great content peoplewho make… great content. It’s a virtuous circle and it’s FUN to ride.
Finally, a Great Content Brandwill
throw a bright, clear lighton your main corporate, productand service brands.Just as surely as a weak content brandwill drain hard-earned energy awayfrom your main brands.
But as the Content Effluent
Delugegets nearer and nearerbuilding a Great Content Brandis also more importantthan ever before. In fact, it’s critical. hear that roar?
A thought experiment.Pull out that
pocket compact you havein your handbag or bottom drawer.Flip it open and look in the mirror.Now ask yourself, “Am I building a Great Content Brand or am I just building an efficient content machine?”
If the little round face
in the mirror says,‘The latter’, close the compact and go revisit your strategy. “I’m building a Great Content Brand or I’m just building an efficient content machine”
But if it says, ‘The
former’,then may the light of a thousandbeacons shine on your career. “I’m building a Great Content Brand or I’m just building an efficient content machine”
£ $ € $ €
£ € €€£ And may the revenue of a thousand eager $ buyers wash over your naked, quivering body. £ ££
Some more content you may
like.The B2B Marketing B2B Content Marketing The B2B Content Three PoisonousManifesto Strategy Checklist Marketing Workbook Metaphors in B2B Content MarketingA tirade against the reactionary Great content marketing starts A short primer on the single We like metaphors.forces of traditional marketing. with a sharp content marketing most important weapon in the But sometimes, metaphors leakA wake up call. Okay, a bit of a strategy. This Checklist will help B2B marketing arsenal: content back into the real world andtemper tantrum. you sharpen yours. marketing. It’s hot! distort our view of that world. www.velocitypartners.co.uk/ideas-and-insightsThe B2B ContentMarketing BlogA joyride through the meanstreets of B2B
Velocity is a B2B content
marketing agency.We help great companies capture all they knowto delight the people they need to meet (thenturn that delight into revenue).www.velocitypartners.co.uk