I recently came across a nice summary of content marketing truisms from Joe Pulizzi at Content Marketing Institute. Not all of them apply to the work we do (for example, we don't produce marketing brochures). Some of them, though, really are worth remembering as we and our clients think about what it is we're trying to accomplish, and why. For example:
-- Your audience doesn't mind being interrupted if what you're offering is useful (to them, not to you)
-- Focusing on what the customer wants is more important than focusing on what you have to sell (and even if you're a nonprofit, you're selling something—for example, the feeling of doing good)
-- Everything you do, someone can copy. The only distinctive thing you have is your brand. And your brand is what you communicate. That, and only that, is what you own.
-- Communicating directly with your customers, donors, partners, supporters is always your best choice. So make your own media.
-- You are a publisher, even if you don't realize it. (To reiterate: make your own media!)
-- The vast majority of corporate websites talk about how great their stuff is and forget about putting the customer's needs first. The vast majority of corporate websites aren't very good.
-- Customers want to be inspired. So inspire them!