Paradoxically, there has never been better or less time to accelerate the marketing of your business.
The problem is that, although there are now more opportunities than ever before you engage with your customers and customers, these same opportunities exist for all your competitors.
So how can the marketing of your business grow and survive these days?
More importantly, can you do it properly and is worth it?
Google CEO Eric Schmidt tells us that in two days we create as much data as we did since the dawn of man until 2003. This is an amazing statistic.
Every minute there are 4 million Facebook posts, 300 hours of YouTube videos and nearly half a million Tweets. It's every minute of every day. So if you are considering investing in content marketing, you may want to think about how your message will be addressed in this increasingly important sea.
For a company to succeed, its main messages must not only be heard, but also be influenced and recalled. The great Roman orator Cicero knew it. Memory was the fourth of his five canons of rhetoric.
You may have read somewhere that people remember 10% of what they read and 20% of what they see. In addition, Edelman's marketing research found that there is a crisis of confidence these days. Even if people read and remember, it is unclear whether they will believe or trust you.
For example, the statistics you just read? They are on the Internet, but they are not true. All we really know about cognitive science is that most people forget most of what they read.
So, what does a company need to do if it wants to invest in content marketing?
With all the content there is, how can it be recognized without being the victim of mistrust and forgetfulness?
Well, going back to Cicero, being influential and being reminded requires being convincing and consistent, with good style and good delivery.
You see, with all the marketing content out there, almost everyone knows the basics. In fact, most of the content marketing you find is fairly basic, bland and generic.
When was the last time you thought something was memorable because it was like everyone else?
You can hear the curious marketing guru telling you to get a 'hook' or a 'tilt' or another style of jargon to convince you that you have the solution.
Here's a little secret ... Too many content sellers are interested in Clickbait. Clicks are too often the only measure of success.
However, if you are serious about your business, you will know that you need to stand out from the crowd. You will know that you must develop trusted and memorable relationships with your customers and customers. These relationships are what good marketing is.
Here are a few tips.
Make sure you have high standards when reviewing content marketing. The baseline is not enough - do not aspire to your competitors.
Remember, your customers and customers are smart and they know the difference between plush and interesting things. Do not bother them and certainly do not deceive them or condescend them, or risk losing their confidence.
Crucially, content marketing is not the ultimate goal. The content should not only put it out there, but should aim to build relationships, spark interest and stimulate people. This is how people will remember you. Make them want more and give them a reason to go back.
The problem is that, although there are now more opportunities than ever before you engage with your customers and customers, these same opportunities exist for all your competitors.
So how can the marketing of your business grow and survive these days?
More importantly, can you do it properly and is worth it?
Google CEO Eric Schmidt tells us that in two days we create as much data as we did since the dawn of man until 2003. This is an amazing statistic.
Every minute there are 4 million Facebook posts, 300 hours of YouTube videos and nearly half a million Tweets. It's every minute of every day. So if you are considering investing in content marketing, you may want to think about how your message will be addressed in this increasingly important sea.
For a company to succeed, its main messages must not only be heard, but also be influenced and recalled. The great Roman orator Cicero knew it. Memory was the fourth of his five canons of rhetoric.
You may have read somewhere that people remember 10% of what they read and 20% of what they see. In addition, Edelman's marketing research found that there is a crisis of confidence these days. Even if people read and remember, it is unclear whether they will believe or trust you.
For example, the statistics you just read? They are on the Internet, but they are not true. All we really know about cognitive science is that most people forget most of what they read.
So, what does a company need to do if it wants to invest in content marketing?
With all the content there is, how can it be recognized without being the victim of mistrust and forgetfulness?
Well, going back to Cicero, being influential and being reminded requires being convincing and consistent, with good style and good delivery.
You see, with all the marketing content out there, almost everyone knows the basics. In fact, most of the content marketing you find is fairly basic, bland and generic.
When was the last time you thought something was memorable because it was like everyone else?
You can hear the curious marketing guru telling you to get a 'hook' or a 'tilt' or another style of jargon to convince you that you have the solution.
Here's a little secret ... Too many content sellers are interested in Clickbait. Clicks are too often the only measure of success.
However, if you are serious about your business, you will know that you need to stand out from the crowd. You will know that you must develop trusted and memorable relationships with your customers and customers. These relationships are what good marketing is.
Here are a few tips.
Make sure you have high standards when reviewing content marketing. The baseline is not enough - do not aspire to your competitors.
Remember, your customers and customers are smart and they know the difference between plush and interesting things. Do not bother them and certainly do not deceive them or condescend them, or risk losing their confidence.
Crucially, content marketing is not the ultimate goal. The content should not only put it out there, but should aim to build relationships, spark interest and stimulate people. This is how people will remember you. Make them want more and give them a reason to go back.
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