Content marketing is the buzz word of 2012. And it’ll continue to be important continuing into 2013. Besides pairing it with social + search for a winning trifecta, or thinking about it as an art, what’s all of the buzz about?
Here’s the secret:
1. The buzz is really a whisper.
People get screamed at all day long. Driving to work the radio nudges you to visit w-w-w-dot- whatever – dot – com. Infomercials tell you “wait…there’s more!” Even Starbucks (the only “quiet” time of day) forces you to download the latest song.
The constant noise becomes hype. And what is hype? Unnecessary screaming. We may hear the screaming. But we may not listen to what it’s saying. Not many people love to hear screaming. Do you?
The differentiator in a message can be content marketing if done right. It whispers softly. It stands out from the noise. Because what happens when you hear a whisper?
Your ears perk up. You want to hear the secret message that’s being conveyed.
The soft, secret words in the whispers stand out.
2. These secret whispers need to connect.
Now don’t start whispering in your next video or audio podcast (unless you’re running a 976 business).
The whispering – the contrasting message you create – still needs to connect. A whisper may seduce – but it won’t build trust unless what you say connects.
“A message can connect, seduce & build trust if (in most scenarios) it grabs our attention first – and then satisfies our expectations.”
The whispering builds the contrast. Which then has the potential to create a level of trust. But the trust remains in the distance until the message connects.
Are you still with me?
Trust may be in the distance. But once earned, it produces a ripple effect.
3. These secrets need to be shared.
Can we say oxymoron? The point of a secret is not to share them. But here’s my point:
A real estate broker in the industry for over 30 years has a ton of knowledge. He could hoard all of his secrets. And not share anything. Or he could educate others. And distribute his knowledge about real estate.
Secrets don’t always equate to usefulness. Which is why what we say still needs to matter and connect.
The broker’s secrets must be filled with useful knowledge to others. This, my friends, is what connects.
But he can’t connect if he doesn’t distribute his knowledge. Do you see what I’m getting at?
Don’t be a hoarder.
Share knowledge. You’ll gain credibility in your industry. And possibly respect (unless you’re that 976 business).
4. The knowledge must be valuable to the consumer.
Possessing knowledge doesn’t mean it automatically impacts others. You must distill the crucial points of your knowledge and distribute it in an accessible, engaging way. When it’s done right, it becomes valuable to the consumer and has the potential to impact others.
So very true Jessica Ann regarding the secrecy and whispering. It's like what my old creative writing teacher used to say at uni "show, don't tell".
It still amazes me that in a world increasingly enamoured with content creation and the written word companies are still writing like advertisers. We've moved past that. We want allure, mystery and something to peak our curiosity to the point where we want to unearth another discovery.
Part of me knows it will probably take Australia (where I am based) to 2014 to really get the impact of the shift, however I will keep plugging away at it! We're still very loud (unfortunately) with most of our media down here.