“Well, sir, it’s this rug I had. It really tied the room together.”
I believe in the power of the narrative. The power of the story before the brand, the marketing ya-da, ya-da, ya-da and the exhaustive buzzwords. When you take the time to weave a powerful story with your content, you gain the advantage over competitors who are to focused on buzzwords and marketing platitudes, instead of giving readers what they really need to make an informed decision.
The best content whether it be in a case study, white paper, or blog post needs to have a strong insight at the core of its center. It needs to give readers an “aha” moment where they feel as though you understand them and what they uniquely need.
Content at its very core is the virtual rug that ties the room together. It’s what you want folks to stand on with you and know their loyalty to your brand counts because it makes them feel good and it makes their lives easier.
If you spend your time spinning cheap content rugs just to grab the latest customer you aren’t going to be able to maintain the customers who are waiting to stand on the rug that ties the whole room together.
Three Ways to Tie Your Content Together:
1. Be future-focused – write posts that help your customer navigate their way beyond what they see in front of them.
2. Weave real-time anecdotes in your content to show that you’re ahead of the curve.
3. No “back to us” marketing content. Trust that if you educate your customer, they will come back to you time and time again without you constantly telling them you’re the best and that’s why they need you.
Now go create the most beautiful brand content rug that anyone would ever wish to stand on.
