At the end of last year, I published 30 content marketing truths that I have taped above my desk. This list is something that I am grateful for as it is a constant reminder to stay focused. In the spirit of Thanksgiving in the US, I wanted to share revised commandments with you. I trust they will serve you well.
- That the content is more important than the offer.
- That a customer relationship doesn’t end with the payment.
- That printed marketing doesn’t stop with the full-page advertisement.
- That “being the content” is more important than “surrounding the content”.
- That interruption isn’t valued, but engagement is.
- That a blog can be and should be a core part of communicating with and marketing to your customers.
- That internal marketing always takes precedence over external marketing.
- That a brand is a relationship, not a tag line.
- That focusing on what the customer wants is more important than what you have to sell.
- That readers are old school, customers are new school.
- That the competition can copy everything you have, except your brand. Communications is the differentiator.
- That a news release isn’t meant to be picked up by the press, but to help customers find your great content on the web.
- That communicating directly with customers is the best choice.
- That marketers can and should be publishers.
- That today’s traditional publishers are scared of marketers.
- That without content, community is improbable, if not impossible.
- That the marketing brochure should be stricken from all strategic marketing plans.
- That content without design doesn’t look appetizing (or deliver on marketing goals).
- That lead generation is only one small part of the marketing picture.
- That hiring an editor is not a want, but a must, for the organization.
- That, no matter the medium or the provider, someone is always selling something.
- That the long tail of search engine optimization is driven by consistent content on your corporate blog or website.
- That 90% of all corporate websites talk about how great the company or product is and forgets about the customer.
- That 90% of all corporate websites suck.
- That the blogging community will be more important than traditional media (if not already).
- That in the next five to seven years the majority of content consumers engage in will be corporate media (if not already).
- That buyers are in control, the traditional sales process has changed, and that relevant content lets organizations into the buying process.
- That long-form branded content can be created anywhere your customers work, live or play.
- That the Chief Content Officer is the CMO of the future.
- That customers want to be inspired. Be the inspiration!
What is your favorite? Do you have any other content marketing truths? Share them in the comments below.