I was reading an article on the Guardian, why brands are becoming publishers and got triggered by a paragraph which once again confirmed that content marketing in itself (depending on what you want to achieve of course) is a great brand utility in itself, a way to sustainable deploy utilitarian marketing.
Your customers don't care about you, your products, your services… they care about themselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.
That paragraph hits the nail perfectly. The reason why I got thinking about content marketing and utility is due to the title of the article by the Guardian, namely “Content marketing: why brands are becoming publishers.”
For more than a decade I was involved in music publishing, unsubconsciously I was all that time involved in content marketing. Besides the actual album itself we created content around it that would enable people to discover our artists. There are thousands of music publishers and even more artists, the challenge we had back then was how to differentiate from other and be spotted. What we did was create a platform that was charged with emotion, where organically the artists would fit in.
What we did essentially was to “transform” from a supplier (of music), into a platform where you could gather, where Culture (through music and so on) was at the core. I “grew up” with being a publisher and content marketing. Content marketing deployment was so successful that we did not spend any money on advertising for more than a decade.
At Damarque, content marketing is at the core. Like Pulizzi said, nobody pays attention to you unless you have something meaningful to say (in whatever way that might be, e.g. entertaining, informational etc.). Through our blogs, webinars, mailings and other forms to come, we want to educate, pinpoint, aggregate and express opinions around certain topics, such as (employee) engagement, (changing) leadership, getting the best performance out of oneself, team and organization.
It perfectly fits with the image I found below from Actionable-Analytics.com:
Are you helping your organization to be more than just products?