I’ve been working with Writers’ Australia office for a month, and my visit coincided nicely with Content Marketing World 2015. This is the first in a series of short blogs on how it’s confirmed my personal understanding of the phenomenon, and the opportunities it presents to businesses of all shapes and sizes. Oh, and the integral role of good business writers in ensuring success…
A better understanding of the content phenomenon
A few years ago some of us thought content was a passing fad, but it’s pretty clear it’s here to stay, and it’s about to become huge. So there will be a lot of it – and a lot of it won’t be very good. Many marketers will launch into it before they understand it, and do it wrong.
Or they’ll understand it fully, and still do it wrong by failing to get decent writers on board who understand audiences and platforms. Or they’ll miss the point of content marketing, scrambling onto the bandwagon thinking it’s a quick win and a cash-in… content marketing doesn’t work like that…
It requires patience and careful strategy as you build customers’ loyalty to the ‘experience’ of your ‘brand’. It’s not a sure thing, either, but apply the right resources, internally and externally, and you’ll improve your chances considerably.
Content is the key ingredient in establishing a social loyalty to what you do and how you do it. It’s the art of ‘not selling’ as a marketing strategy.
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