Three metaphors in B2B content marketing and how they can lead you astray. Content Marketing is guided by the language we use to describe our activities. So metaphors can really shape our thinking. Three in particular are widely used and can be misleading.
IN SOCIAL MEDIA, THERE’SONLY ONE WAY TO GETPEOPLE TO REALLY FOLLOWYOU AND REALLY BE YOURFRIEND AND REALLY INVITEYOU INTO THEIR CIRCLES.
YOU HAVE TO EARN IT. WHICH IS A LOT HARDER THAN GETTING THEM TO CLICK ‘FOLLOW’.
YOUR ‘FOLLOWERS’ ARESTRANGERS WHO HAVEGIVEN YOU – AT BEST –A MICROSECOND EVERYMONTH OR SO TO GET ONTHEIR RADAR. THAT’S ALL THEY ARE.
IF YOU’RE BUSY COUNTINGYOUR FOLLOWERS ANDCOLLECTING ‘LIKES’, YOU’REIGNORING THE THING THATREALLY MATTERS.
THE THING THAT REALLYMATTERS IN SOCIAL MEDIA ISEARNING A REPUTATIONAS AN INTELLIGENT,CONSISTENT, ENTERTAININGSOURCE OF INSIGHT.
IF YOU CAN DO THAT, TEN OF YOURFOLLOWERS WILL BE WORTH THEMILLION PHANTOM FANS OF THAT‘PERSONAL BRAND GURU’ WHOPUMPS HIS BANAL EFFLUENT INTOTHE TWEETOSPHERE EVERY HOUR,ON THE HOUR. YOU KNOW THE GUY.
‘FOLLOWERS’AND ‘FRIENDS’ARE METAPHORS. LOOK BEHIND YOU. SEE ANY EAGER FACES, AWAITING YOUR NEXT POST? I THOUGHT NOT.
COME AND GET SOME.B2B Content Marketing The B2B Marketing The B2B Content The Holy Trinity ofStrategy Checklist Manifesto Marketing Workbook Technology MarketingGreat content marketing A tirade against the A short primer on the single The three questions you havestarts with a sharp content reactionary forces of most important weapon in the to be able to answer (quickly)marketing strategy. This traditional marketing. A wake B2B marketing arsenal: if you’re a B2B marketer. It’sChecklist will help you up call. Okay, a bit of a temper content marketing. It’s hot! pretty simple, really.sharpen yours. tantrum.