First of all, get clear on what you sell. It’s not the product. It’s the Simon Sinek “why.” Yep, I’m talking about the abstract shit – we sell creativity, we sell success, we sell self-expression. Define exactly how you want customers and the market to describe your brand.
Now it gets really fun. How many channels can we use to express those abstract values and add value to your (potential) customers? Video, podcasting, magazines, website, social, etc. Remember: All those publishing tools are in your hands, so you can build an integrated platform to gain mindshare of your audience. And add value! You need to make people’s lives better with the content that you publish.
Us marketing folk love to say that we are building a “lifestyle brand.” It’s the soup du jour term these days, but it is where we need to take our organizations. And some organizations have been doing it since the late 1800s.
Do me a huge favour. Watch this excellent documentary by the Content Marketing Institute. It’s about 45 minutes long. Queue it up before you jump on the elliptical trainer, or download it and take public transportation for the day. Then let’s talk about it.