What do you do when you first wake up? If you say you meditate and drink hot lemon water, you are now excused from the conversation. For the rest of us ordinary people, you look at your phone, and 9/10, you look at a social media app. Why look at one of those apps? For content, of course.
We are content obsessed!
We are no different at work. We crave content. We need to know what's what. We have to be on top of the new terms and tools. But we want it for free with no sales pitch.
Today's marketing teams are faced with this unique fork in the road. While they are dead in the water if they aren't aligned with their sales teams, product management, and executives, marketing still needs to ensure they're offering free, engaging content to their prospects with no asks in return.
This can be the ultimate challenge, with internal echo chambers being highly contagious and seemingly incurable.
Marketers must sift through the crap and all the internal politics. They have to take a step back and make sure every piece of content they work on aligns with the buyer personas, is useful, and is written in a captivating way.
The same rules apply for blogs, emails, and social media. At the end of the day, focus on creating content that you'd be willing to share with your friends and family. If the content is engaging enough to entertain them, it's attractive enough to put out in the ethos.
So start creating some interesting content. If all else fails, show your family the content. If they understand it and are entertained by it, you’ve passed. If not, try again.
Catherine Farley is the Director of Marketing at Saleswhale. She has 10+ years experience designing unimaginable marketing campaigns and storytelling. Catherine is the proud owner of two Great Pyrenees and due to their shedding is rarely seen wearing black.