A completely adaptable and versatile formula for successful content marketing simply doesn’t exist. Why? For all fundamental reasons why there are no two perfectly identical particles in this universe. The same principle can be applied in the world of business. No two companies are alike, even if primarily they set off from the same point, fight for the same market, and start with the same goals.
The “Magic” Formula myth
One brand has a strong online presence, while the second succeeds in accomplishing the highest results by igniting an ambitious team of direct sales representatives. Will an identical or predefined content marketing “recipe” work the same for both companies in the same marketplace? Apparently this is not the case. But still, they will both try to adhere to every new opportunity that could cause a prolific growth. At an equal progress level in terms of financial results, they will be invariably confronted with the same need for online presence, striving to put themselves before the competition, acquiring new expertise and new clients with the help of content marketing strategies.
Sujan Patel puts it the best in his Forbes article:
“One of the most frustrating things I hear from businesses who are adopting content marketing as a promotional strategy is that they feel the need to follow a formula laid out by some so-called expert – as if publishing exactly three blog posts a week, releasing one infographic a month and sharing them all on a few specific social networks will guarantee traffic and conversions.”
These standardized formulas are defined as the anchorage, the routine procedure, defying the definition of content marketing as a creation of the mind, boundless, exempt from conceptual constraints. Only a team of dedicated professionals that are committed to a continuous creative quest for new ideas, applying an innovative approach to the existing content marketing definitions, establishing a viable and fruitful modus operandi, can guide a company to high impact results.
In the new era of marketing, when the essence of building brand loyalty stems from the effectiveness of the adopted strategies, content marketing acts as an advanced tool to secure a persistent digital personality.
Why the digital personality matters?
The digital personality is how the brand’s online content represents and defines the essence of the organization. Earning the customer attention is harder than ever before. Securing it is even much harder. According to the National Center for Biotechnology published findings, the average human attention span is 8 seconds, even shorter than that of a goldfish. Develop a proper content strategy or pass unnoticed. The uniqueness turns out to be indispensable and cannot be replaced by a blind set of rules.
If the purpose of the company is merely to attain short financial goals, then people or businesses will tend to be one-time consumers. They will not follow an ideology and also they will not follow a company in all its audacious endeavors or their vision. Truth is, marketers cannot allow themselves to miss this long-term relationship with the customer.
No brand can ignore the importance of having a personality and respecting its consumers for having one. Knowing that two things can’t be the same, we know that the prescriptive approach quickly becomes an ineffective way to keep the customer engaged or even aware of a brand’s existence in our crowded marketplace.
We are all unique, your brand and business should be too.
Anthony Larman is a passionate executive with 20+ years of experience in helping Fortune 500 businesses achieve their marketing and business development goals. With a firm understanding on what it takes to make small to medium size company more profitable by leveraging the core principles of marketing that make a difference. If you want to achieve predictable business growth, eliminate waste and increase your marketing ROI (return on investment). Then Leads-Locally is for you.