12 tenets of content marketing

A lot of what we call content marketing is really just an exercise in shouting louder than the next guy. It’s no wonder that agents and brands have had a hard time staying the course with their content marketing strategies, especially when they don’t see immediate results. I’ve often thought that the term “marketing” does little to serve the business or the consumer. It implies that there is some action that we do to others, as opposed to actually doing something for others.

If only we didn’t need a catchy phrase, we could call it what it really should be: building relationships with content that people actually find valuable. This concept isn’t new, but with all of the tools and channels available to us, it seems like folks are compelled to embrace a shotgun approach to marketing as opposed to focusing on what customers really need. Jay Baer calls this latter approach “Youtility” in his new book, and highlights ways that companies are making themselves useful and (in many cases) downright indispensable in their customers’ eyes.

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Marcus Sheridan, one of my favorite content marketers, breaks down content creation into 12 tenets. Following these tenets helped save his business from ruin during the financial crash in the mid-2000s (you could call it marketing redemption). Answering questions, being honest, listening … not to get preachy, but it’s the stuff of faith. Treat your customers like you would treat a dear friend or family member and I guarantee that you will reap the rewards for years to come. I hope you enjoy this infographic: Share it, print it, post it on your wall, embed it on your blog, and, most importantly, apply its principles to your business today.

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