Source: Dumb Little Man
If you own a brand that manufactures products for a long time, there’s probably a big concern in your mind:
How do I make my products relevant in today’s world?
Being in the B2B market, this is one of my constant concerns as well.
Through the years, marketing and pitching ideas changed dramatically.
Social media is one good reason for that change. Through it, one’s ideas and stories become more important to the consumers than the actual products.Bill Gates and His Idea of Content Marketing
Bill Gates, in his essay entitled “Content is King” from 1996, talked about how content creation will be the biggest business opportunity for companies to strive.
“Content is where I expect much of the real money will be made on the Internet (…) the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.”
See the full essay here.
We were in 1996 and it was a time where the internet and the role of business inside the internet were all very speculative. Despite that, this was the article that Bill Gates decided to post on the homepage of Microsoft at the time.
Coming back to 2018 and guess what? Bill Gates was right. The idea that “content is king” has become even more relevant.
Importance of Storytelling In Marketing
The market today has been swallowed by social media. If you want to grow your business and make your products relevant, you have to be where the market is. You have to be where your customer is and you have to create content that matters.
But, these are the hard questions:
What content should you make? What do your costumers want? And what is “relevant” nowadays?
Doug Kessler, Creative Director and Founder of Velocity, addresses these problems very well:
“Traditional marketing talks at people. Content marketing talks with them.” – quote from his Twitter.
In other words, don’t make your content about yourself or even about your company. You should make it about your customers.
Stop caring about what you want your brand to represent. You need to actually hear your market and make your marketing reflect what your customers care about.
If you can do that, it won’t matter how “old” your products/brands are or how aware your customers are of your existence. You will…
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