I want to take a minute to talk about ‘content’. Digital content. Social media content. Content marketing. Content creation. It’s one of those words marketers use so ubiquitously it almost starts to lose its meaning.
How do you define something as big as ‘content’?
The basic concept behind ‘content’ is that you write some words that are deemed valuable and relevant. Then you distribute it through your various channels in the hopes of getting the attention of your customers so that you can ultimately drive them towards a profitable action.
Sounds pretty impersonal, doesn’t it? When you break it down like that, it’s no surprise that a lot of the content that companies produce isn’t really resonating with consumers.
Where is the disconnect?
Is it because consumers are just too desensitized to ads? Are ad-blockers to blame? Maybe. But there’s something important missing in most of this content. Promotional language is just too cold and too limiting to speak to real people. Marketers who are ahead of the game know how important it is to create a real emotional connection with their customers.
Back to basics
By now, skilled content marketers, journalist and writers know that you connect with people by appealing to their hearts and telling them a story. Story telling has been around for thousands of years. There’s a reason. It’s part of what makes us human. It’s how we have communicated with each other since language began.
We need to take a look into the past and remember how we spoke to our customers before the digital age. People don’t connect to content – they connect with real stories that speak with emotion and authenticity.