When you’re dating, you’re marketing yourself, and we all have some experience seeing what techniques work and which approaches are downright embarrassing.Here’s how David Beebe, vice president of global creative content marketing at Marriott International, explained it to The Washington Post: “It’s kind of like being on a first date.
Maybe you had a falling out, maybe you no longer have anything in common, or maybe you both just stopped communicating for no particular reason.
Audience-centric content marketing is a way to make sure you keep communication channels open; that way you’re still in touch when they consider a purchase decision.
At a recent Contently event, Mark Walker, head of content marketing at Eventbrite UK, explained this comparison: “Marketing is like a friendship.
’ I think it’s important for all of us to be thinking about whatever marketing we’re creating, is it really useful to our customers? I think if you think of things through that lens, it just clarifies what you’re doing in such a simple, elegant way.” Would you thank a company for writing something that shamelessly promotes itself, or tries to trick you into buying something, or that doesn’t seem to care about your needs and concerns? And there’s nothing more common in terms of common sense than understanding what you, yourself, would want.
Next time you feel like you’re being pressured to sell out your content, forget the stats, facts, and charts, and try a little common sense.
You actually pull an attacker toward you, destabilizing the person, and then moving the individual in the direction you want that person to go (typically the ground).