See, that’s what the app is perfect for.

short thoughts

One-minute reads about communications, change + creativity in management. This is a companion site to www.sabguthrie.info

The content marketing acid test. How useful is your content?
Content is still king but community is its kingdom. John Deere’s ‘the Furrow’, and the Michelin guides worked a century ago as content marketing examples because they enhanced their... — The content marketing acid test. How useful is your content?
Content is still king but community is its kingdom. John Deere’s ‘the Furrow’, and the Michelin guides worked a century ago as content marketing examples because they enhanced their readers’ lives. They didn’t satisfy themselves with just flogging tractors and tyres.
Today too many communicators use content marketing to shift product rather than to answer questions, solve problems, or build relationships with their publics.
Marketing communications is more about helping than selling. In fact pure, transactional selling has turned to repelling in the minds of the consumer. We can all smell sales BS a mile away. And we don’t like it.
Instead content marketing should be useful. Jay Baer defines Youtility ,in his book of the same name, as marketing so useful people would pay for it. This is content’s acid test.
Today communicators should be building a community around a purpose greater than the product they’re trying to sell. Answering readers’ questions and solving their problems.
That means listening and responding and building a culture of being helpful and useful.
In return for your valuable content we’ll talk positively about you to our friends and family. We’ll participate in your community. These attributes ultimately lead to increased sales through earned trust.
In today’s world of choice having engaged consumers is far more valuable to brands than having merely satisfied ones. This takes a community.
**These are short thoughts. For longer, more fully-formed thoughts covering business, public relations and change visit www.sabguthrie.info or sign up to email updates.**

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