Original Branded Content For B2B & B2C Marketing Campaigns

"It's the words that do the selling." It's the words, and not your marketing automation software — or any other technology — that connects with people. The people you want to become your customers.

It's Your Content That Builds Relationships

Yes, it all starts with words. No matter how creative an idea is, it starts with words. You have an image in your iamgination? Try to describe it, communicate it, or just get it out of your head. You're bound to words because words are the building blocks of thought.

The purpose of content marketing is to build relationships with strangers to eventually, over time, make them feel comfortable enough with us, that they begin to trust us and start asking us if what we say we can do for them is something we can really do. Words build relationships, not webpages. In fact, you can put this statement on every webpage you've published and you'd be right: "You were not looking for a website."

Customer 1st Content

This is about trying to convince you that outward facing, inclusive and inviting content is more effective at attracting an audience and being shared than content that talks about how great you and your stuff is. Navel gazing, all about "Me" content and websites are out. I hope this webpage helps to demonstrate that.

Content A-Z

Sometimes we can get overly focused on our business problems. Like how to create engaging content and find a steady flow of it. This A—Z list offers 26 different ways to think about content marketing and creating branded content elements for your campaigns.

Authentic Content

There's a lot of crap clogging up the web. I encourage you to think about the type of person your "ideal customer" represents, and talk to them directly. Segmenting your target audience and creating buyer personas are incredibly useful tools — until you start marginalizing real people by calling "Accounting Al" or "Marketing Mary". Go a little deeper with your content and remember you're talking to someone. And you're not writing, you're talking. Remember that and you'll create content they respond to.

SEO Content/Copywriting

Another amazing tool for businesses is SEO. It's a subset of the tools we use in content marketing. Well, that's my opinion. The import is that SEO needs to work with your content, as a supportive tool towards making your content and website findable.

Big Idea Concept

The big idea: it's the one thought your positioning and branding are working to put into the hearts and minds of your customers, leads and prospects. The big idea creates a unique perspective that colours all your content creation efforts, and it should be evident in all your campaign elements.

Content Writing 101

These are a few thoughts, tips, and tricks to help you create content aimed at your audience of customers, leads and prospects. There's no correct, one way to create and write content that will work in every circumstance. Keep your content creation process adaptable and you'll connect with your audience.