Build it and they will come. Type it and they will read. Not so fast.
All too often, content marketing is more pollution in a content-saturated world. We focus too much on being present, foolishly thinking about keywords, channels and targeting while blasting campaigns in a desperate hope to be seen.
Meanwhile, we forget about the human on the other side — the one who’s actually trying to buy from us.
Anyone can write words on a page. But not everyone can tell a story. Your content should be visceral, even when written, and it’s more than just the written word. It’s anything that elicits an emotional response in your audience.
We need to get out of the last-click mindset. We need to tell amazing stories AND promote content to the right people at the right time and place. Great storytelling seeds awareness and kick-starts the buyer journey — and not just to convince people to convert.
True content marketing isn’t about spamming the world with your message. It’s about crafting an amazing brand story, and then using it to connect people with services and products that can make their lives better. So if you’re here to empower your customers, to help consumers along the buyer journey to fulfill their needs, wants and dreams — you’re in the right place.