I owe part of my career path to best-selling author Seth Godin.
Seth writes about marketing and how ideas spread. I read his 1999 book, Permission Marketing, a month before my interview with 1-800-flowers.com. Luckily, my boss’ boss hadn’t read it, so I sounded like a digital genius when I liberally quoted it.
Ten years ago next month, Seth made a statement that would be quoted and misquoted often.
Content Marketing is all the marketing that’s left.
In that January 2008 interview, he continued, “Teaching your customers and giving your customers the resources to believe you is new marketing.
They become a fan of yours because you teach them something that makes them feel better about the world.”
Do you believe his world view?
I very much buy into content marketing.
If I didn’t, you wouldn’t have received today’s email.
I watched a Netflix original documentary this week, “Get Me Roger Stone.” Here’s the trailer.
Roger made this statement:
The slash-and-burn politics of today are what’s required to get noticed. If you can’t communicate with people, you can’t get them to adhere to the idea you are trying to educate them about. You have to be outrageous to get noticed.
Do you believe Roger’s world view? (No survey this time.)
Specifically the last sentence: “You have to be outrageous to get noticed.”
I kinda do.
Regulations aside, I don’t for a moment suggest you, a medical device manufacturer, be “outrageous.”
But what if we substituted the word “outrageous” for something tamer. Provocative? Intriguing? Dramatic? Remarkable? (What might you suggest?)
Go big or go home.
The saying, of unknown origin, is “a philosophy that encourages one to be bold.”
I really believe it is as binary as going big or going home. Either stand out with remarkable (at least original) content in a voice unlike anyone else’s – or don’t bother.
Have you heard the expression “Content Shock?”
Mark Schaefer coined the term four years ago with his still-worthwhile read, “Content Shock: Why content marketing is not a sustainable strategy.”
He defines content shock as the point “when exponentially increasing volumes of content intersect our limited human capacity to consume it.”
We surpassed that point a long time ago.
- There is WAY more content produced than can be consumed.
- We already consume 11 hours of content per day. How much higher can it go? 12? 13?
- You’re going to have to pay for distribution.
This is survival of the fittest, folks.
Are you THE FITTEST? By definition, probably not.
I’m not, yet I’ve carved out a little niche for myself. (Thankfully, you’re reading this.)
So what are we going to do about you?
I can never go wrong by suggesting you read a Moz blog post. Why? Because they only publish worthwhile content. Here is their Beginner’s Guide to Content Marketing.
In Chapter 5, “Content Ideation,” they even have a section called “Inspiration for boring/difficult industries” (no offense). Check it out.
What if this is just “too hard” or something you hate doing?
As with almost anything else, creating worthwhile content – so worthwhile it overcomes the content shock wall – is a make or buy decision.
If you don’t want to make it yourself, pay someone to make it for you.
And if you don’t have a budget to create it or distribute it?
Then I think you’re pretty much out of luck. And I’m not exaggerating to make a point.
Without your message in my inbox, social stream, or publications I read, how will I know why we should do business?
Without something new to say, why will you contact me?
In fact, I picked up this statistic today from email marketing company, Emma.
Your occasional email promoting your product probably has something to do with it.
I spared no expense and created a marketing plan for you, below.
That’s it. That’s the whole point of this email.
I hope it resonates with you. Print it out. Put it on your wall. Refer to it often, because it will save you time, money, or both.
For more on content shock see 2017 Research Answers: Is Content Marketing Sustainable? and the article below.
We have reviewed data from over 20 research reports published this year, each of which contains important insights for marketers.
Just this photo of my dogs, Brooklyn (left) and Elliott.
Because you must be exhausted by now.
Thanks for joining me on The Journey.