When done well, it adds utility, guides, empowers, delights, and ultimately leads to sales. It builds and engages a valuable tribe. And it’s relentlessly relevant to them – it doesn’t interrupt.
Your tribe look forward to engaging with your content, or the community you created, which they now drive.
Analog thinking in a digital world is (IMO) what's holding companies back from genuine and authentic relationship building with prospects and existing customers alike.
Nothing can make me 'scroll' or as we say in Manchester 'jog on' faster than corporate brands who regurgitate corporate content whilst trying to get their message across.
It's all totally sanitised and then spewed out with the corporate brand police doing the post rather than the employees who can probably tell a more authentic story anyway.
The reality is everyone is saying 'we're the best', or 'great innovation', worse still is the 'look at us, 'we just won this award for the fastest boiling kettle'.
The antithesis of this is corporate vomit
“Your customers don’t care about you, your products, or your services. They care about themselves, their wants and their needs,” Joe Pulizzi said.
As at October 2019 there are 3.7bn people around the world on some social platform or another. The definition of being 'social' isn't talking about yourself all the time, it isn't about your digital intrusive adverts dressed up as corporate content, it's actually about the things I care about - to be social requires you to listen to ME.
Virtually every brand/company we benchmark on social media talk endlessly about themselves, they think that showing us pictures and video's of the gifts they shower on the new intern, or corporate 'get together' is something that's going to endear us to them.
This is simply analog thinking in a socially savvy digital world, so please stop producing corporate vomit.
Unfortunately, too many brands’ content still focusses on themselves, their products, and their services. Whether this is a conscious choice, unintended, or driven by internal pressures is debatable.