Content Marketing wakes up one morning in a place it doesn’t recognize, and tries to piece together what happened last night… and all the previous nights, too. It takes a hard look at itself and wonders with a measure of regret: “How did I end up here?” Everyone said Content Marketing had such potential.
- Quality Does Matter
- Your content needs to be ridiculously good for the audience you are trying to reach: It needs to be empathetic, useful, and inspired.
Bigger, Bolder, Braver
A bigger story puts your company in the larger context of what people care about.
A bolder marketer upends the status quo, telling a story that hits on specific challenges your audience has (but no one else is talking about in the right way for a certain audience).
A braver voice is a differentiation in a sea of mediocre content.
You can use your bigger, bolder, braver content to convert more people into your squad, to align them with your company on a level that’s bigger than what you sell or what you do.