05 Feb The 2 Questions You Need To Answer Before Starting Up With Content Marketing
For most companies, content marketing is a strategy that’s very remarkable when dramatic and positive results are to be expected. But contrary to the common belief, content marketing isn’t for everyone. In fact, there are certain kinds of companies which should AVOID content marketing AT ALL COSTS. Casey Wright from Huffington Post has two questions for you to answer before you take the step towards content marketing.
Does your company have a set of coherent values?
If your answer’s NO, better scrape off content marketing from your plan. Content marketing has the notion that your current as well as future clients possess a core of values, aspirations and needs to which your company connects. This kind of approach may apply to others but there are some new companies where in the early stage of development, they come across more pressing needs which may veer away the company from the original core values set up. Take for example the tech behemoth Apple, before they got big, they were a scrappy, low-priced alternative for individuals and companies who couldn’t afford the more established enterprise solutions. In short, as what Wright pointed out in his article, if you’re still discovering yourself, you’re not ready yet for content marketing.
Is your customers’ experience consistent with your values?
If the answer’s yet another NO, set aside content marketing for now. Let us have McDonalds as a perfect example for this discussion. The fast-food company is now trying to rebrand as a health-conscious brand. They are leading this effort with the help of content marketing: see the increased transparency about their ingredients as well as an increased discussion of their healthy menu options. Unfortunately, these kinds of efforts fall flat and ineffective at all since the experience most of the people have from McDonald’s is very different from the message the company is trying to send. There has been at least 50 years of disregard for customer health and a charbroiled chicken wrap could never undo that simple fact. They could just have really discussed more about their real values, which primarily surround on thriftiness, consistency and convenience. At least in this way, the company doesn’t risk alienating their current customers while clumsily chasing new ones.