Unexpected Sources Can Power Content Marketing

It’s an increasing challenge. Where do business teams get the content to fuel their content-driven marketing?

Part of the answer is that great content can come from unexpected places.

To begin, ensure that your content fits your overall marketing and specific content strategies. That requires you to do your homework.

From there, keep these five guide rails in mind. They’ll help you to be meaningful to, and resonate with, customers and key constituents:

  1. Be genuine
  2. Be authentic
  3. Be relatable
  4. Place your content in the right context
  5. Communicate at the appropriate time

Credit: Allen Edmonds. Father’s Day 2017 catalog.

As an example, consider the CEO who wrote about walking his daughter down the marriage aisle, and even posted a picture, in a Father’s Day product catalog.

That’s what the CEO of American shoe brand Allen Edmonds just did. It’s surprising and unexpected, but it works.

First,  the letter appears on the inside cover of the June 2017 “Father’s Day Sale” catalog. Right context, right time.

Second, CEO Paul Grangaard connects the Father’s Day celebration to the importance of belonging to the corporate Allen Edmonds family. He writes that he is very proud that “40% of our Wisconsin factory workers have family members working with them at the company.” He gives some examples and includes pictures.

Third, Mr. Grangaard casually ties it all back to the commercial enterprise: “Once again this year we’re offering the fruits of our collective efforts for Father’s Day gift giving at amazing values.”

Net, net: it’s all genuine, authentic and relatable.

Explore ways you and your team can tap into unexpected and surprising sources of content to drive success for your company.

Harvey Chimoff is a versatile marketing and business team leader who believes good marketing sells. Contact him at StratGo Marketing, a plug-in marketing department resource for company leaders.

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