“Marketing is about TELLING the world you are a rock star; Content Marketing is about SHOWING the world you are.”
The above is a quote from my friend Robert Rose of the Content Marketing Institute and it’s easily the most repeated phrase I use when introducing the concepts of Content Marketing – In fact I like that quote so much that I had a slide made up and with it on and have it hanging in my office.
It appeals to me on several levels, not least of which is that I’m a rock music fan and occasional historian with a particular interest in the early days of rock ‘n’ roll.
Robert’s right in that traditional advertising and marketing has been about putting on a glitzy show, in the hope that our potential customers will notice us. We have built a whole industry and profession around shouting “Look at me!” – We’ve been singing songs that have been about us.
When everyone is singing the same song to different tunes it becomes a cacophony, and the louder they sing it becomes a raucous din in which everyone’s message is lost.
The only way for you as marketers to cut through that noise is to stop singing about yourselves. It’s time to start singing about the things that help our customers achieve their dreams.
I developed a Mission Statement for how we want to deliver marketing content at Caterpillar that hangs on my office wall right next to Robert’s quote, it reads:
We will provide ENGAGING, RELEVANT, ACTIONABLE content that provides VALUE to our customers, enabling them to be successful in reaching their business goals.
Our aim is to make sure that the song we are singing shows our customers that we understand their business goals and needs.