You know when you say a word too many times, or stare at a word too long it starts to dissolve and become meaningless?
That’s happening with us and the phrase ‘content marketing.’ Obviously that’s tricky because it’s our business (and we wrote a book on it!), so there’s no way of avoiding it altogether, but there are a few things we’re going to do to try and restore our sanity.
For the next month we’re going to stop reading blogs about content marketing. We’re especially not going to read any blogs that start ‘content marketing is the next big thing because a, b and c’ or ‘businesses are waking up to content marketing, look at statistics x,y and z.’ And, maybe counter intuitively, we’re not going to read any articles predicting the end of content marketing either. Content marketing is neither new nor on its last legs.
We’re going to read different blogs that remind us of why we want to be doing the work that we’re doing. Stories that help us become better at helping clients tell their own stories. Creative blogs that make us smile and give us that brilliant ‘light bulb’ feeling. We’re going to seek out writers who have the confidence and skill to stretch language and take you to unexpected places – partly because that makes us happy, (and we believe you should do as much of that as you can) – but also because that’s what we like to do in the work we do for clients.
Writing should never be boring.
And the thing is, content marketing presented purely as a technique for pulling in leads really isn’t that interesting. Where content marketing does get interesting is as a way of telling stories and transforming a business’s culture – turning it around to be of value to your customers.
Businesses that truly take the valuable ‘help don’t sell, show don’t tell, talk, don’t yell’ mantra to their hearts feel results that run far deeper than just more leads.
That’s why we do what we do. And that’s why we shall be reading things that help us make that happen for more brave and brilliant clients.
Any recommendations to blogs we might like, send them our way!