Don’t try to “Build Your Brand”, just help people


  • I think content marketing with the intention of “building brand recognition” is a little too nebulous, too vague. I think before you even start doing some content marketing, you have to figure our precisely what the brand wants to achieve.
  • For example, say you’re selling washing detergent. Writing a really good post on the history of washing detergent might be applauded for the execution. But what do your customers actually want? They want to know how they can wash their clothes better, faster, with less hassle.
  • “When asked why, respondents’ most popular answers were that it was good for brand building and long-term customer engagement – the jury was out on whether it helped acquire customers directly.”
  • You acquire customers directly by helping customers directly, in a way that’s aligned with the way your product is going to help them.

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