It's 4:00 AM and my mind's bouncing around the grave I just dug for my GPA—my social media addiction has claimed another potentially productive night. I need help. Someone stage an intervention.
As it's heaped around me, the rubble of my productivity still has a few lessons up its sleeve for me and one big, golden content opportunity for socially conscious brands: content marketing. There's a great big tomorrow for any blogger, entrepreneur, or executive that can save me from myself. If I'm in your market, consider me a person not a consumer—I'll bring you some dollars and I'll even like you when I do it.
The fact is that I'm going to use social media; I don't really mind it. What I hate is wasting time. That's why content marketing is golden and why I want to consume material that helps me be a better, more competent and effective, person. If your company provides a service, don't sell it to me—teach me what I can do to help myself and I'll be knocking at your door when I'm in over my head.
What does that look like? Every consultant sells smarts, but Bain, McKinsey, and BCG sell knowledge first and smarts later. Similarly, plumbers configure pipelines with advanced industry and practical knowledge, but the plumber that teaches his clients enough to make his expertise dispensable should expect many more checks in the mail. We trust our friends because they help us—content marketing makes for very friendly brands.
Make the effort to sow knowledge among your markets and you'll reap brand love, loyal customers, and hefty sales. I speak for the world's chronic procrastinators, we're online and we're willing to learn.
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