I am amused by how many marketing experts there are on LinkedIn; especially when it comes to the new world of digital marketing. Their latest “buzz du jour” – content marketing.
According to the LinkedIn experts, content marketing is all about the creation and sharing of relevant information to potential or existing customers throughout the various media platforms. In addition, marketers now have the opportunity to engage via the collaborative tools of Web 2.0 with their targeted audiences. Candidly, for me, content marketing has been around for years. Classically trained marketers call it Messaging 101.
Bottomline: Messaging 101 is essential for effective communication. I recommend all future content marketers read a business classic, Made to Stick: Why Some Ideas Survive and Others Die by the Heath brothers. They emphasized three key Messaging 101 elements:
· Simplicity Rocks – Keep your message short. Your potential or existing customers are on sensory overload thanks to all the different forms of media they encounter day to day. Respect their time.
· Sound Bites – Concise language evokes a positive image. Remember Dunkin' Donuts classic Fred the Baker? “Time to make the donuts!” Fresh was the message.
· Emotional Chords – People love stories, stories build credibility. Thanks to Web 2.0 everyone has become a critic or a blogger, thus are sharing their stories. People also like babies, pets, etc. Did you notice how many Super Bowl ads incorporated babies or dogs this year?
Do you rock? Are you delivering simple content that strikes an emotional chord?