They’re the best! But you need to give your target audience a reason to care. Sure, your products and services are important. Otherwise, you’re giving them the last line of a story they never read, throwing a punchline at them without a setup, jumping to the prestige before the pledge or the turn (for you magic aficionados out there). – Seth Godin, author, entrepreneur, teacherīefore you tell a lead that your product does X, Y and Z, you need to build context for why they should care. “Marketing is no longer about the stuff that you make, but about the stories you tell.” Give them something vibrant and insightful to remember. Most of what they hear may as well be white noise. Remember, your audience knows lazy content creation when they see it. This is the difference between someone who creates content and someone who merely assembles it. When you sit down in the final mile to create content based on the data, you need to add original value to make your delivery unique. What keywords are performing well? What pages are ranking for those keywords? Is your content attracting strong leads? If not, what content is, and why? These are all crucial to delivering the right content at just the right time.īut quality isn’t just added upstream in the form of numbers and data. Yes, data-driven campaigns are critical to success in the age of digital transformation. Imagination is the cheapest resource in the marketer’s toolbox. – David Ogilvy, founder of Ogilvy & Mather, the “Father of Advertising” “The majority of business are incapable of original thinking because they are unable to escape from the tyranny of reason. It feels like a really useful white paper, an informative infographic, a practical how-to video, or an inspirational blog post. This is inbound marketing in a nutshell.Īs Tom Fishburne, founder and CEO of Marketoonist once said, “The best marketing doesn’t feel like marketing.” If you do a good job of presenting your audience with information they care about, they’ll come to you. I mean, how many times have you been scrolling through the news and accidentally opened a banner ad?Ī great content marketing strategy is built on the premise that the people ask the questions in a search engine, and your brand answers them with digital media. Given the choice, you and everyone you know would probably remove most advertising from your life forever. Nearly 40% of adult internet users have ad blockers, according to Forrester. – Craig Davis, Co-founder and CMO of Sendle “We need to stop interrupting what people are interested in and be what people are interested in.” These digital marketing quotes are meaningful enough to shake you out of your deepest marketing malaise. If your goal is to be a more inspired digital marketer, you’ve come to the right place. And at the end of the day, inspiration is what separates the mediocre marketers from the great ones. ![]() The resulting content is forced, ineffective and, most importantly, uninspired. It’s easy to forget this simple precept and fall into the habit of turning every piece of collateral into a thinly-veiled sales pitch. B2B Content Marketing: A Comprehensive GuideĪll digital marketing should do one of three things: Inform, entertain or inspire.
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