1. Actions speak louder than words
While it’s often a good idea to sing your brand’s praises, talk is cheap. In business, as in life, what really counts is showing your customers how cool/ interesting/ethical/committed/relevant you are.
Your content is the best evidence of your expertise. Nobody knows your brand, product or even market better than you do and content marketing is a great way to position your brand exactly as you want.
An SEO copywriter walks into a bar, grill, pub, public house, Irish, bartender, drinks, beer, wine, liquor…
That joke did the rounds on Twitter in early 2011 and the reason it was so popular was – well, let’s just say it wasn’t SEO.
Show, don’t tell – a writing technique as old as Ernest Hemmingway – is an apt mantra for a more recent phenomenon: content marketing.
The key to content marketing is building a culture around an industry or a mindset without constant reference to a brand. Story making not telling, it’s building the world in which your product must live. It’s creating a market where one previously did not exist by creating a demand for a way of life that you can offer.
Dove’s Real Beauty campaign is one of the best examples of content marketing.