It used to be that building a great brand came down to creating a brilliant product – a product so brilliant that people who saw it or heard about it naturally wanted to buy it – and tell everyone else about it.
Now, millennial marketers have turned that basic principle on its head. Today marketing is equated with “content”.
It’s as if we’ve convinced ourselves that if we say enough nice things about our brand everyone else will a) find us and b) believe us.
The mantra is “the more content, the merrier.”
However, the truth is, if you brand was so wonderful, you wouldn’t need to say much about it at all. People would seek you out – you you would not have to trick them into reading your 500 word humble-brag article.
Content marketing is the business version of the selfie. It’s a little gross and distasteful, isn’t it?
Great products and services speak, very quietly, for themselves, without the aid of a paid spokesperson.
Who are you really trying to convince here?