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The Lie of Content Marketing

SME Digital | Social Media Explorer
So, there’s a little problem with
content marketing.
?
It’s a lie.
!
Okay, not all of it is a lie.

Okay, not all of it is a lie.

Just most of it.
Why?
Because we have it all backwards.
⇄
(But we don’t think we do.)
We think it’s all about our
customers.
☺☺☺
But it’s not.
☹☹☹
It’s about us.
☹☹☹
See, we thought we were turning
marketing upside down.
⇄
Instead of being hunters…
…shooting messages at targets…
☹☹☹
Er…target customers…
☺☺☺
We’d be fishermen!
…waiting for customers to nibble
at our content.
Or we’d be farmers…
…planting little seeds and
nurturing them to life.
But here’s the problem:
?
In every case, 

your customer ends up…
dead on a plate.
dead on a plate.
dead on a plate.
Serving your needs
instead of you serving them.
Serving your needs
instead of you serving them.
Serving your needs
instead of you serving them.
But it doesn’t have to be that way.
All it takes is a little shift.
⇄
See, you don’t have the power.
?
They do.
You’re not a fisherman.
You’re the fish.
They decide whether to keep you
They decide whether to keep you
or whether to throw you back.
!
You’re not a farmer, either.
You’re the seed.
You need them to grow.
But if you’re really, really good…
better.
You’ll help them be stronger.
You’ll help them be faster.
stronger.
You’ll help them be stronger.
whatever
You’ll help them be stronger.
it is they want to be.
So let’s stop the lie.
And turn everything right-side up.
⇄
Let’s remember who 

really has the power.
(Not you.)
☺☺☺
Make them better.
stronger.
Make them faster.
stronger.
Make them stronger.
Be the seed.
(Yes, we can help.)
SME Digital | Social Media Explorer
info@socialmediaexplorer.com
www.socialmediaexplorer.com
888-473-1...
Lie of content marketing
Lie of content marketing
Lie of content marketing
Lie of content marketing
Lie of content marketing
Lie of content marketing
Lie of content marketing
Lie of content marketing
Lie of content marketing
Lie of content marketing
Lie of content marketing
Lie of content marketing
Lie of content marketing
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Lie of content marketing

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A lighthearted look at how you might be approaching content marketing backwards. Inbound marketing discards “firing” messages at customers in favor of planting seeds, but what if brands aren’t the ones in control? Who’s the farmer and who’s the seed?

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Transcript of "Lie of content marketing"

  1. 1. The Lie of Content Marketing SME Digital | Social Media Explorer
  2. 2. So, there’s a little problem with content marketing.
  3. 3. ?
  4. 4. It’s a lie.
  5. 5. !
  6. 6. Okay, not all of it is a lie.

  7. 7. Okay, not all of it is a lie.
 Just most of it.
  8. 8. Why?
  9. 9. Because we have it all backwards.
  10. 10.
  11. 11. (But we don’t think we do.)
  12. 12. We think it’s all about our customers.
  13. 13. ☺☺☺
  14. 14. But it’s not.
  15. 15. ☹☹☹
  16. 16. It’s about us.
  17. 17. ☹☹☹
  18. 18. See, we thought we were turning marketing upside down.
  19. 19.
  20. 20. Instead of being hunters…
  21. 21. …shooting messages at targets…
  22. 22. ☹☹☹
  23. 23. Er…target customers…
  24. 24. ☺☺☺
  25. 25. We’d be fishermen!
  26. 26. …waiting for customers to nibble at our content.
  27. 27. Or we’d be farmers…
  28. 28. …planting little seeds and nurturing them to life.
  29. 29. But here’s the problem:
  30. 30. ?
  31. 31. In every case, 
 your customer ends up…
  32. 32. dead on a plate.
  33. 33. dead on a plate.
  34. 34. dead on a plate.
  35. 35. Serving your needs instead of you serving them.
  36. 36. Serving your needs instead of you serving them.
  37. 37. Serving your needs instead of you serving them.
  38. 38. But it doesn’t have to be that way.
  39. 39. All it takes is a little shift.
  40. 40.
  41. 41. See, you don’t have the power.
  42. 42. ?
  43. 43. They do.
  44. 44. You’re not a fisherman.
  45. 45. You’re the fish.
  46. 46. They decide whether to keep you
  47. 47. They decide whether to keep you or whether to throw you back.
  48. 48. !
  49. 49. You’re not a farmer, either.
  50. 50. You’re the seed.
  51. 51. You need them to grow.
  52. 52. But if you’re really, really good…
  53. 53. better. You’ll help them be stronger.
  54. 54. You’ll help them be faster. stronger.
  55. 55. You’ll help them be stronger.
  56. 56. whatever You’ll help them be stronger. it is they want to be.
  57. 57. So let’s stop the lie.
  58. 58. And turn everything right-side up.
  59. 59.
  60. 60. Let’s remember who 
 really has the power.
  61. 61. (Not you.)
  62. 62. ☺☺☺
  63. 63. Make them better. stronger.
  64. 64. Make them faster. stronger.
  65. 65. Make them stronger.
  66. 66. Be the seed.
  67. 67. (Yes, we can help.) SME Digital | Social Media Explorer info@socialmediaexplorer.com www.socialmediaexplorer.com 888-473-1836

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