Beware The Dark Side – Content Marketing Truths

Whilst researching another blog post I was reminded about this post from January this year, from Joe Pulizzi.

"€œWhenever I lose my way (to a more traditional mindset), I read through my content-marketing heavy list.  It's guaranteed to help"€, says Joe.

So, rather than just list them, and the several that I don"€™t fully understand, I have picked and commented on the content marketing truths that resonated with me "€“ be sure you review the full 30 Content Marketing Truths from the Junta 42 web site. Joe really writes great stuff.

1. A customer relationship doesn't end with the payment. In truth, the relationship has just started, the marketing sages have told us for years the value and growth is born out of retaining a customer, not constantly seeking a new one.
2. Interruption isn't valued, but engagement is. It"€™s not the 1950"€™s, shouting louder in more places does not get you heard, so tell me something I want to know, and ideally when and where I want to hear it. Where am I when researching a product like yours, for example?
3. That a blog can be and should be a core part of communicating with and marketing to your customers. Between a blog, a Facebook Page and a twitter account you have the tools to get communicate, and listen.
4. A brand is a relationship, not a tag line. From the consumers perspective your brand is the sum total of your interaction with a customer, it"€™s got an emotional value that"€™s hard to measure.
5. That focusing on what the customer wants is more important than what you have to sell. At least if you value a relationship with the customer beyond the first sale. Companies like Zappos epitomise that.
6. That the competition can copy everything you have, except your brand. Communications is the differentiator, as is the delivery of your product or service.
7. That communicating directly with customers is the best choice "€“ you are the media "€“ marketers can and should be publishers.
8. That without content, community is improbable, if not impossible. Chris Brogan comments that content allows the fire to burn around which social media conversation take place.
9. That content without design doesn't look appetizing (or deliver on marketing goals). Amen to that. Why do so many big brands get that so wrong, bad design aesthetically and for usability.
10. That lead generation is only one small part of the marketing picture, as hard as that is for the direct marketing and sales schooled individuals to swallow. Understanding the myriad of influencers, referrers and prospects and varying buyer stages is important.
11. That the long tail of search engine optimization is driven by consistent content on your corporate blog or website.
12. That 90% of all corporate websites talk about how great the company or product is and forgets about the customer "€“ and because of that 90% of all corporate websites suck.
13. That the blogging community will be more important than traditional media (if not already). And, with the tools available today we can listen and interact easier than ever before.
14. That buyers are in control, the traditional sales process has changed, and that relevant content lets organisations into the buying process.

Customers want to be inspired, so inspire them, it"€™s more logical than targeting your next sales prospect?