Can we talk about just how dry, dull, and boring the word “content” is?
For being hailed the “King” of marketing so often, the word “content” is so stale sounding.
Think about it. Content can be any number of things. It can be:
- Technical whitepapers that are usually pretty dry to read
- Podcasts that can make you LOL in your car while driving
- Posts on social media or blogs
- Newsletters like this one
- Websites that offer a central hub of value
- Fun Vine videos where people show off their 6 seconds of creativity
- And SO MUCH MORE…
And therein lies the problem. Content marketing encompasses so much. Calling it “content” is such a boring way of referring to something that has a tremendous impact on small businesses.
Content Isn’t a Commodity
The other day, I was at a networking group and a business owner approached me and said, “Hey, you’re the marketing girl, right?” Sure! Without blinking an eye or asking anything else about my biz, he said, “How much would you charge for a blog post?”
Right then and there I knew that this wasn’t a client for me.
See, he views content as a commodity, or as something that’s bought and sold just like any other type of thing.
I view content as a tool that allows businesses to tell a story that sells. The content I produce does far more than sit on a website never to be found or consumed. The content I produce for my clients builds online real estate so that their website consistently attracts the right people and repels the wrong people.
In your business, it’s critical that you view content in the same capacity. A few weeks ago, I wrote about putting an end to the era of experts. The conclusion of this post is that you should not trust something as valuable as the words used to sell your brand’s story to someone who will only charge you $4 for a blog post. This person cannot give you the “content” you need to strengthen your brand and grow your business.
This is important. Take a few moments and sift through the words that your customers see when they work with you. Are they benefits oriented? Do they reflect the brand image you want to have?
Stop viewing content as a commodity and start viewing it as your conversation with the people that are ready to open their wallets to you.