There are random times throughout my life where I have the pleasure of sitting down with Chris Baggott. Chris is co-founder of ExactTarget and now co-founder and CEO of Compendium Blogware. Our meetings always consist with some type of beverage and spirited discussion around the world of direct/internet marketing.
We were talking about the future of online marketing and where social media, email, blogging, podcasting, search and mobile fit into the discussion. After arguing about a few things here and there we came to the conclusion that everything is about content. Now, it does matter what type of tools you use and how you use them… but that more important thing in marketing is about creating content that moves.
Chris made the comment:
Above all, it is about taking your story… your company stories… your client stories… your employee stories… and humanizing content. It is about telling your story to improve search and the sharing of the content. Simply put… get other people to tell the story for you.
This is a conversation that happens (quite a bit) on this blog. I say it all the time… I don’t care about your clients. I care about their friends. Your clients are already your friends! Leave customer service and client retention programs to keep them in the loop.
Create content and marketing strategies that encourage your clients to talk to their friends.
Because the truth of the matter is…
The only people who can truly humanize your content are the people you have already served. They are also the only people (and marketing voice) that will cause potential clients to act… and buy.
Jon Thomas
I couldn't agree more. Content is so valuable, whether it's a blog post, a question on your Facebook page, a crowdsourced contest or a branded iPhone app, because it is an opportunity to share (and have others share) your story. It should help convey what you're all about, and why people should care.
Don't focus on the product, necessarily, but the idea behind the product. It's not just about vegetables, it's about healthy living. It's not just about ice cream, it's about having fun. It's not just about pictures, it's about memories.
Great stories spread, and those who tell the best stories win. We're all in the content game, whether we're producing it or not. Only if you're not, you'll lose.
Generate Word-of-Mouth Marketing with Empowered Employees | Kyle Lacy, Social Media – Indianapolis
[…] in December Kyle wrote a post about the need to create stories that generate word-of-mouth marketing. At the end of the post Kyle writes that “the only people who can truly humanize your content are […]