I hate the gym. I’m happy to admit that. I’ve never consider myself to be any sort of athlete; and I find working out just for the sake of exercise boring in the extreme.
As for pain, I’m a total wuss – I don’t like any sort of pain, so the tried and trusted mantra of
“No Pain, No Gain,”
has always been something of an anathema to me. – With one exception; Content Marketing.
We need to feel pain in business. Not physical pain, but the pains of delivering what we are in business to do. While overcoming our own business pains can indeed help us grow, that’s not the most important pain to consider.
The pain we should be considering, especially when it comes to Content Marketing, is our customer’s pain.
Every company, no matter what its size, exists to solve problems, be it with a product or a service. We are in business to fulfill a need, and that need is our customer’s need. We drive our revenue by making sure that we meet that need by solving the problems and pain points that stop our customers from being successful in their business and meeting their own customers needs.
Often as companies grow they lose sight of the customer and become more internally focused, especially in areas that don’t have direct contact with customers. As I mentioned a few blog posts ago, when that happens traditional marketing starts to be more about messaging how great we are and not what we can do to help.
Content Marketing changes that.
Content Marketing is about providing value to our customers to help them succeed; and to do that we need to know their pain points and focus on delivering the information, knowledge, and inspiration to remove that pain.
If you want to make business gains, then you need to start feeling some pain – just make sure that the pain you know most about is your customer’s pain – Then become the trusted source to ease that pain.