Content marketing is a key focus for many marketing leaders and businesses today. A lot of us, myself included, invest significant time creating and sharing content to raise awareness about issues that impact our clients. I’ve been reflecting on this content marketing topic more in recent months. The more I consider it, the more I feel it’s time to shift away from this subject.
People are fed up with articles that keep repeating the same news. They want information that is useful to them. This information should be shared in a way that people can remember, act on, and share with others. This simple idea has made me see that content marketing is becoming outdated and is being replaced by better, more current content.
It is time for more executives to step up and start leading and connecting more. Over the past year, I have listened more than I have written. I have stopped writing so much and started reflecting on the kind of information I am sharing.
It is for this reason that I am going to share more content that produces results. Because of this, I see content marketing as being more of a professional presentation of ideas that are delivered in a way that capture people’s attention and provide them with valued options. In addition, our company blog site will highlight analysis and provide information about analysis and pricing. Too often, people want more from our content, and we as writers believe we are too salesy. People want to know price information. They can get that type of information all the time on travel sites and shopping sites. Why would it be different in an article. Imagine how much time would be saved if Auto companies actually posted a price or price range.
As a leader at a major company, it is critical for me to make sure I continue to work at connecting with the people I work with and the clients I come in contact with on a daily basis. I know this might sound like a cliche, but it is really a critical piece. A number of people I work with and come in contact read my articles and it is critical that they understand what values I currently hold and where I see the company going in the future.
In addition, it is also critical to continue to work at networking with others in our industry, community and in local public and private organizations.
Today, the avenue to network is through personal contact and online sharing. Leading and connecting should be our focus. Words like content marketing only confuse the issue. People want to have information about products and services and their related price and value. The buyer’s journey has been shortened and now more than ever, the window to connect with others is getting smaller and smaller. Sharing thoughts online helps extend the life of the content and provides people with a way to connect with people.
In the end it is about connecting with people, not content or marketing. Start finding ways to better connect with your audience and you will see results.
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