Could you describe the company you work for to a potential client in a hundred words? How many words would you have left if you deleted references to your company name, any of your brand names, and all the superlatives you’ve used? What remains is what I call independent content — a good story that’s authentic, focused, and relevant. It’s exactly what good content marketing should be.
It’s easier said than done, of course. Legions of marketing and communication professionals had their training during the era of mass communication, resulting in the belief that the best way to attract attention is to talk long and hard about themselves. This approach is frowned upon in content marketing.Continue Reading