Lawyers do it. Bureaucrats do it.
Professors do it. Even engineers do it.
Cursed with their knowledge, they complicate what they should make plain.
In an effort to be comprehensive, they obscure the essence of their idea.
Marketing people and sales people should never do it
Our job is to be a beacon of clarity. To reveal the essence of an idea in simple and energetic language.
And yet, our own institute for content marketing has succumbed to the curse of knowledge. We evangelize the importance of content marketing through the institute, but we’ve obscured its purpose.
Here’s what we tell business owners and entrepreneurs:
Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.
Hmm, maybe the Institute is making it too complicated
Let’s see if we can tighten those fifty words. Here’s another way to explain the purpose of content marketing:
Write more articles.
Write them yourself.
Publish them on your site.
Write articles that solve buyer problems. Educate your buyers. Answer their questions.
Of course, they don’t have to be articles. You can publish videos or podcasts or white papers. But mostly you’ll publish articles.
Help customers move through the buying cycle
Why are articles so important?
Because most of your buyers are not ready to hear about your product. They are too early in the buying cycle. They haven’t acknowledged that they have a problem of the kind you know how to fix. They don’t recognize the consequences if they don’t solve the problem.
Here’s where your articles can help them. You can educate. You can answer their questions.
The result? You create trust. People recognize your experience, your values and your willingness to be make a positive contribution to their community.
People decide to solve the problem
Once your customers decide to solve the problem you know how to fix, what happens?
You have framed the discussion while they were learning and deciding. You are the one they trust.
Now you can talk to them about their needs. They are ready to hear about your product, its features and benefits.
Keep it simple.
So don’t let the language of our content management institute confuse you. We’re so enthusiastic about the benefits of content management, sometimes we get carried away.
Keep things simple: Write more articles. Educate your buyers. Answer their questions.
They will learn to trust you and to follow you.
Photo Credit: Brian Turner