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Keeping it Real with Content Marketing: Why Integrity, Storytelling & Creativity Reign Supreme

April 12, 2016
Aaron Polmeer

By Ashley Zeckman


Marketing is often seen as a game. A game in which the marketers are the strategists and the customers are the pawns. Unfortunately, that is a game in which nobody wins. Marketers may feel a quick rush due to their success but customers that feel duped or mislead will surely, and quickly spread news of foul marketing practices.

There is no shortcut to providing value to customers through your marketing. In fact, now more than ever self-directed buyers are relying on the content they read online to lead their purchasing decisions and if something “feels fishy” they’ll quickly move on to a more reputable source.

Because of the amount of content being created today, that also means that not only integrity, but creativity and storytelling are an incredibly important part of creating content that connects your customers to your brand.

At the end of the day, customers want to trust you and feel that the service or solution that you’re offering will help them stand out. Below are some examples of how you can keep it real with your content marketing to create a better user experience.

Help Your Customers See Themselves in the Content

The content that you create shouldn’t just be about your brand and what you offer. Instead, your customers should be able to see themselves in the story that you are telling through content. How can this be accomplished?

Two of the best ways are through customer stories and case studies.

Customer stories can be incredibly impactful if done well. This type of content works two-fold. First, your current customers often get excited at the prospect of sharing their personal story and therefore creating an even deeper bond with your brand. Second, studies have shown that 92% of people trust recommendations from individuals over brands which means that your prospective customers are likely to connect with these stories.

Tesla for example, has an entire section of their website dedicated to Customer Stories. These stories are written by their customers and include photos as well as insights into their own journey with their Tesla car.

Tesla Customer Stories

Their YouTube channel also contains videos of their customer’s sometimes moving and sometimes humorous stories.

Case Studies can also be a great way to create content that incorporates storytelling and builds trust. A good case study will not focus only on tactics,, but more so how your brand helped a company or individual solve a problem.

The problems and needs of your current customers will be the most telling sign of what your prospective customers are looking for. So, to help attract new customers you need to showcase how you’ve been able to help other companies/individuals solve similar problems.

Take for instance this …read more

Source:: Top Rank Blog