When you think of marketing, what comes to mind? Pop-up ads? Pushy sales tactics? Scenes from Mad Men or The Wolf of Wall Street? Imagine an interruption with our ad, clicking incessantly on the skip ad button to no avail. It’s easy to see marketing as manipulative and aggressive. But what if it could be about love—love for your work, your customers, and your community? Let’s redefine marketing together, starting right now.
Chapter 1 of the outfitters guide to content marketing
Welcome to the first article of The Outfitters Guide to Content Marketing! At EV Agency, we believe in and practice marketing with love and authenticity. Whether you’re handling global campaigns or internal communications, embracing these principles is crucial for success.
In today’s digital world, navigating internal and external communications can be challenging. This guide will serve as your trail markers, helping you successfully navigate the path of content and inbound marketing.
What is Content Marketing?
Content marketing is about creating valuable and relevant content to attract and engage your audience. Instead of directly promoting your products or services, you provide information that helps solve their problems or adds value to their lives. This builds trust and positions your brand as an expert in your field.
What is Inbound Marketing?
Inbound marketing is a strategy that focuses on attracting customers through content and interactions that are helpful and relevant. Rather than fighting for attention with ads, you draw people in by offering valuable information and experiences. Inbound marketing is about making people care and helping them feel like they belong.
By following these principles, you can build long-term relationships with your audience. It’s a strategy that prioritizes connection and trust, making your brand a welcome presence in their lives.
The Power of Empathy and Storytelling
Traditional marketing often evokes images of cold calls, billboards, and pop-up ads. But visionaries like Seth Godin and Bernadette Jiwa offer a different perspective. They champion empathy, storytelling, and authenticity. Godin says, “Marketing is no longer about the stuff you make, but the stories you tell.” Jiwa adds, “You already have an advantage—the story only you can tell.”
Shifting to Ethical Marketing
In the past, marketing felt aggressive and intrusive. Shows like Mad Men and The Wolf of Wall Street epitomize this old-school approach. Today, there’s a shift towards ethical, compassionate marketing. This approach builds trust and fosters long-term relationships.
Key Principles of Compassionate Marketing
Bernadette Jiwa believes that marketing should be rooted in love—love for your work, your customers, and your community. Here are some key principles from her philosophy that you can apply to your business:
Change How People Feel: BE USEFUL, ENTERTAINING, OR INSPIRING
If you’re in the oil and gas industry, share innovative energy-saving tips and sustainability practices. Show how you’re not just extracting resources but also caring for the environment. Imagine your audience feeling a positive connection with your brand because you’re offering practical solutions that benefit everyone.
Help Customers Become Better Versions of Themselves
If you’re in the construction industry, produce videos on safe building practices and new construction technologies. Picture your clients improving their operations and enhancing safety on site because of the knowledge you’ve shared. Your content becomes a valuable resource, making your clients better and more efficient.
Integrate Content Marketing into Your Business
For those in industrial manufacturing, share behind-the-scenes stories about your quality control processes and employee experiences. This transparency fosters a deeper connection with your audience. They see the human side of your operations, building trust and admiration for your dedication to excellence.
Create a Campfire, Not a Sales Funnel
In the corporate sector, host virtual innovation showcases and product demos. Think of it as gathering around a campfire, sharing stories and ideas. This community-focused content creates a space for engagement and learning, rather than just pushing products.
Practice Patience and Consistency
For general industry leaders, start a monthly newsletter featuring industry insights, client success stories, and expert advice. Imagine building a dedicated audience that eagerly awaits your updates because they trust and value the consistent, insightful content you provide.
Case-Study • Surerus Murphy Joint Venture
One of our proudest collaborations is with Surerus Murphy Joint Venture. With our guidance, they have truly mastered the digital frontier. Their website now offers consistent communication and valuable insights into their company culture. Through an employee portal and engaging video content, their staff are empowered to become better versions of themselves with instructional and culture-building resources. Additionally, their high-quality, person-centered photography on LinkedIn authentically showcases their brand values and tells their unique story. All of this success is made possible through our comprehensive marketing services.
The Wrap up
Incorporating these principles helps build trust, foster connections, and grow your business. Marketing can be an act of loving your clients and community. This compassionate approach aligns with the growing trend towards authenticity in marketing. By adopting Bernadette Jiwa’s content marketing principles, you can create engaging, authentic content that feels like a gift to your audience. We highly recommend her book, Marketing: A Love Story, for more insights and practical advice.
So, are you ready to rewrite your brand’s narrative with us? Let’s embark on this journey together, charting new territories, blazing trails, and outfitting your brand for unparalleled success in the digital wilderness.
Join us, and let’s turn your brand into a legend!