When you drive 20 miles out of town, wade through mud, and bare-hand yank a gourd out of the ground, you realize that their is more to making a purchase than just buying a product. You're buying an experience. Sometimes that experience benefits from efficiency and sometimes from the lack of it. The key for brands is know which is which to best satisfy the customers.
Though FLW worked with a different sent of materials than the modern digital marketer, our ends are the same – the beautiful. And just like FLW, we need to become masters of our materials.
Everything is easy today. Except that it’s not. And everyone just realized it. Now it’s time for marketers to pivot and correct course, provide value rather than ease – prove worth, not simplicity.
At one point in history, a clever soul used the word optimize in a sentence and the world’s collective mind was blown. We learned at that point that things were no longer just done better, they were optimized. And on that day, there was an unspoken agreement made among all writers of words – optimize shall be in every sentence ever written from thenceforth.
In journalism we give readers everything they need to leave early. With content, we give readers everything they need to stay to the bitter end. That’s because it takes every single word to make a point – no more, no less.
In the world of content marketing, the concept – that big idea – is the grain and gristle of our marketing diets. All of our content has to be sourced from a big idea - the bigger idea, the more content that can be sourced from it. The trick is knowing how to be as economical as possible with our content.
People only talk about you, your brand, your content in as much as talking about you allows them to talk about themselves, or connect with another person. That’s buzz. That’s that little chuckle we do around friends when nothing is actually funny. It’s just something to connect the room.
What if we shifted our goals on digital from focusing on a physical action – click, share, buy – to one of mental action. What if we focused on how a piece of content would resonate in the mind rather than in our metrics? Actionable content is great; it’s trackable; it’s informing; but it’s also ephemeral. All the value is for the marketer, not the consumer.
When was the last time you read, watched or heard something of value? Like real value – not “value” like you would say to a co-worker to hit on a corporate buzz word. But real value that stuck with you. Value that made you reconsider some things. Made you reframe your perspective on life, and what you do or how you do it. Not many times. But that is what content should do. And, yes, we cannot make life-changing content every day. So we shouldn’t.