I hate shortcuts, except when they’re in the form of quotes. Though quotes are not truth themselves, they certainly unlock the door to different types of truths. When read in the right context, quotes carry the awesomeness to educate, inspire and transform. It’s also easy to quickly memorize quotes that you like. There’re quotations for simply everything or anything – New Year, teachers, Christmas, work, relationships, love, politics, jerks etc.
Well, there’re some for content marketing as well.
If you haven’t heard or read them yet, here are ten of the best (by widely acclaimed content marketing experts, thought leaders and entrepreneurs) I handpicked for you –
#1. “Treat your content like a product.” ~ Andrew Davis
One surefire way of getting better at content marketing is to start thinking of your content as a product. As soon as you adopt this mindset, you also begin to take all those initiatives and follow those processes that are key to building a great product. I was impressed with this quote so much that I wrote an entire blog post to explain this concept in a little detail.
#2. “Traditional marketing talks at people. Content marketing talks with them.” ~ Doug Kessler
Both of these are marketing concepts, but content marketing informs instead of interrupting the audience. Traditional or outbound marketing is focused on direct advertising in a bid to grab the attention of an audience for a brief span of time. However, content marketing or inbound marketing is a technique used to attract and engage an audience for the long term by providing them information of real value. Ads fail to serve the purpose when consumers want to know about a company before buying its products or services. That’s exactly the reason why more than 58% of businesses plan to invest more into content marketing this year.
#3. “Great content is the best sales tool in the world.” ~ Marcus Sheridan
Stop looking for more or better sales tools! Great content, in itself, is the best selling tool you’ll ever find. If you feature fresh, unique and relevant content on a regular basis, you’ll never have to tell your customers that you’re an appropriate choice for them. Since they like to hyper-research, they’ll find you themselves when they want to buy a product or service you deal in. And once they’re convinced, they’ll come back to you over and over again.
All you need to do is concentrate on consistently creating value-driven content for your target audience in the form of blog posts, videos, podcasts, infographics, webcasts, whitepapers, case studies and industry reports among others.
#4. “Content marketing is all about telling a compelling story.” ~ Joe Pulizzi
Stories make content come to life. For businesses, storytelling presents an excellent opportunity to connect with customers on a deeper level. Do you know what makes Nike stand out? Or why does a brand like Coca Cola can’t be displaced? It’s because they’re great storytellers, not just brands. As a company, a business or a brand, you too should begin incorporating stories into your content marketing campaigns so that your customers can understand you quickly, connect with you emotionally and remember you easily. But make sure the stories you share are good ones.
#5. “Create something people want to share.” ~ John Jantsch
If you plan to achieve success with your content marketing efforts, you should focus on creating content that your audience or readers will feel compelled to share with others. In fact, the true test of the quality of a piece of content is the amount of shares it receives. To create shareable content, you’ll not only need to produce high quality and relevant content to instantly gratify the audience but will also need to build a relationship of trust with them.
#6. “Be the best answer.” ~ Lee Odden
It’s quite tempting to keep talking about your company or product or service. But that’s not what your customers actually want to hear. Content marketing, at its core, is actually about answering the everyday questions that your customers are faced with. It’s a strategy that’s helped many declining businesses get back on track, and grow further. Your challenge is to listen to your customers or prospects, collect the common questions they’re asking and start answering them through the content that you feature via different communication channels. Most importantly, keep a close watch on the responses for continued improvement.
#7. “Without strategy, content is just stuff and the world has enough stuff.” ~ Arjun Basu
Though content marketing and content strategy are the two sides of the same coin, they’re not the same. If you start creating content without a strategy, you might soon join the line of online marketers who complain that ‘content marketing doesn’t deliver’.
In fact, a higher percentage of companies, as it was revealed at the Content Marketing World 2013, don’t have a documented content strategy. A content strategy is the answer to key issues like what goals you want to achieve, what your customers want, how you’ll create the content, how you’ll deliver it and how you’ll govern the entire process. So, don’t forget to develop an effective strategy for generating the best content marketing ROI.
#8. “You can’t be everything to everyone but you can be something to someone.” ~ Andrew Davis
You can’t make everyone happy. The same goes with content marketing. It’s simply impossible to cater to the requirements of a wide range of audiences with your content at the same time. To maximize the benefits, you should always target a specific audience with a specific need. If you want to create loyal fans and brand advocates, you should always commit to a niche. Doing otherwise will only lead you to getting lost in the clutter while wasting your valuable time and money.
#9. “Content marketing is a commitment, not a campaign.” ~ Jon Buscall
Though you may have all the essential resources to create content and distribute it, there’s one thing that will ultimately decide whether you’ll be successful – commitment. Making your content marketing efforts bear fruit is less about money and more about how committed you’re to deliver something really compelling. Don’t jump on to the content marketing bandwagon only because everyone else or your competitors are doing it. If you lack commitment, the quality of your content will definitely reflect it.
A serious commitment in content marketing is a must because here the ROI takes more time to deliver.
#10. “Content is king but distribution is queen and she wears the pants.” ~ Jonathan Preleman
While struggling to strike the right balance between quantity and quality of content, it’s quite easy to miss out on the promotion part. It’s already happening with a lot of online marketers. As a matter of fact, there’s a lot of valuable content that doesn’t see the dawn of the day, every day. Therefore, it’s even more important to pay serious attention to the distribution strategy of your content both through paid and earned media.
Which of the above-mentioned quotes do you like the most? In case your favorite content marketing quote isn’t visible in the list, please feel free to share it in comments.