Content Marketing: Think Like a Publisher
Look for ways to entertain your audience, and bring them a bit of joy with just a slight bit of marketing messaging. Some of the best content marketing is barely recognizable as marketing—some food and beverage brands are making viral videos that are funny and entertaining, and only have a brief, subtle “brand message” included with the video.
For example, a Vitamin Water viral video reinforces the company’s message of “Make Boring Brilliant” by presenting a New York subway panhandler who tricks the passengers on the subway into thinking he’s asking for money—but then he actually turns out to be bragging about how great his life is going. It’s a viral video that is primarily intended to be funny, with only a subtle connection to the brand’s marketing message.
Action Item: Find a few viral videos, infographics or online cartoons you find entertaining—what are people sharing on Facebook today, for example?—and look for inspiration in how you can adapt these types of content to serve as content marketing for your brand. Even if a piece of content isn’t directly related to your company or your industry, you can find ways to capitalize by presenting fun, entertaining content that engages your audience.
Content marketing is going to continue to grow and mature as a discipline of online marketing—but more companies need to emphasize the “content” aspect, instead of the “marketing.” Pay attention to what your audience needs. Create great content that is specifically targeted at your audience’s interests. Don’t be afraid to be creative and have fun, as long as the entertainment value helps to build relationships with your audience. Don’t think of your job as delivering sales pitches. Instead, think of your job as creating and curating great content with the goal of growing your audience and deepening your relationships with the audience. We are all publishers now. Let’s start acting like it!
Gregg Schwartz is the Vice President of Sales and Marketing at Strategic Sales & Marketing, an industry-founding lead generation firm based in Connecticut. His company helps technology companies and various startups and small-to-mid-size businesses in the B2B sales category generate sales leads and improve their sales processes.