Content Marketing Is Being Human

Posted on 01. Nov, 2010 by Tony Wanless in Content

Does your marketing reflect the human beings that make up your company, the personality behind your brand?

Content is one way to humanize your company so that you can access the all-important human dimension of business.

Simply, people like doing business with people they know and have done so as long as there has been business.

This was a point made during a recent spirited discussion on LinkedIn in which I was involved. The question posed was whether content marketing was necessary for B2B brands.

Ann Handley, Chief Content Officer at MarketingProfs, and co-author of a book to be released this month called “Content Rules.” (Wiley) pointed out that  content can engage customers in unique and interesting ways and give them a sense of the people behind products.

In other words content is people doing business with people.

Ann also suggested that “igniting your brand via social platforms and interactions is a reason to produce compelling content, but it’s certainly not the only reason.”

Content, she added, “can often serve as a way to educate your would-be customers who are online searching for information about the products/services you sell.

“Increasingly, content takes the place of the front-line salespeople; by the time buyers come to you, they are far more informed.”

So, content not only provides the important humanizing factor required in all business transaction but also educates prospects and warms up buyers so you don’t have to sell as hard.

If you’re still wondering about the effectiveness of content marketing in the new world, those are pretty compelling arguments.

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