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Three words that guide all content marketing strategy today
I’ve been thinking a lot about the malignant complexity of our business world. I get to visit with marketing leaders at companies all over the country (and beyond) and they all seem to share a frustration that they are falling behind. There is an insecurity about what works today, and what’s next.
There are three words that keep rolling through my head as I meet with these friends. The more I think about it, it seems that our marketing direction can be boiled down to these imperatives, despite the complexity of our world.
I think we are beyond the days where we need to insist that market messaging has to be honest, authentic, human, creative, etc. That’s a given. But if you’re looking for a way to focus your marketing and branding strategy, I think is a simple elegance in these three words …
Relevant.
You need to provide meaning, perhaps even a sense of belonging, to an audience. This doesn’t mean you appeal to everyone, but to the people who are attracted to your brand, your product needs to occupy some defined, differentiated space in their lives. What do you mean? What do you stand for? Why is that relevant to anybody?
