Brand has always been about trust. from Michael Brenner Brand has always been about choice. And most executives in most boardrooms will agree that a strong brand can provide a competitive advantage. Today, marketing is evolving. Overly promotional tactics can actually hurt your brand image. Digital, social and mobile consumers are looking to interact with brands on their terms - when and where and how they want. And yet many businesses continue to define their brand based on what they sell. And many marketers continue to push that message on the shrinking minority who click on banners, watch TV commercials (on TV, in real time) and open emails. Content marketing is all the marketing thats left is one of my favorite quotes from popular author and branding expert Seth Godin. And I agree with him because effective content marketing delivers content people actually want: real stories that people need or that they will actually enjoy. To do this you have to follow a very small set of simple rules: Make it interesting. A great story. Relevant to your audience. An important lesson or a key trend. Make the reader the hero of the story. Don’t sell. Connect on a human level. Tap into emotions. Take the brand out of the story. Don’t promote the brand. Be the platform. Not the story itself. Some iconic consumer brands like Coca-Cola can break these rules because for many people all over the world, there is already an emotional connection to the brand. I mean who doesn’t want to teach the world to sing in perfect harmony. And almost all of you know what I mean without even clicking the link. (But seriously, go watch it.) https://youtube/watch?v=ib-Qiyklq-Q
Posted on: Fri, 20 Jun 2014 08:16:32 +0000
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