Is Content a Real King?

Many of us are tirelessly talking about ‘the content’. Do we really know what it means? More so, are we aware of the impact that the content is creating?

Unfortunately we have a tendency of over complicate things.. What I am experiencing lately is that every single persona is talking about ‘the content’ or maybe naming diverse subjects as ‘the content’. Lets keep it simple, here I will simply refer it as story telling.

Over the course of the ongoing digital revolution, content is getting more and more important and, if you will, at the center of our communications. Content was already the king for many authorities and is becoming more in charge than ever before. Today, we can all access to any type of tools to create marketing communication materials, visuals, posts, DMs etc. We don’t need any professionals to help us out anymore. There are more than enough, apps, websites, free of charge editing and creative gadgets. But is it still enough to create authentic content, tailored for the brand and/or communication?

According to Joe Pulizzi, the founder of the Content Marketing Institute, content marketing is upon creating interesting information and/or to talk abouts that your customers will pay attention to. It is about a good story telling if you will. The important thing is to make sure the story you are telling is not repetitive, not focused only and merely on sales, lastly, it is not just talking about you or your brand. “Your customers doesn’t care about you, your products or your services. They care about themselves.” says Pulizzi.

So to speak, it comes down to create the content which facilitates and not interrupts. Keeping in mind you are the provider, who enables your customers to fulfill THEIR needs. It is absolutely wonderful if the idea and/or the product you are marketing came out of your own experience or needs. This will definitely ease the communication and create an emotional funnel with your target audience. But if this is not the case, you can pay attention to be authentic, to help, to avoid sales speak and continues promotions, to have a unique point of view that positions you well. Be a great story teller and you will create impact through it.

ref: Epic Content by Joe Pulizzi

photo credit: @Forbes