Chances are if it hasn’t happened already, some marketing type is going to ask you to develop a whitepaper, a blog, an article – something that will reveal your professional perspective. And if you’re like most folks you’re not going to be jumping for joy. In fact, you’ll likely ponder questions like these:
“Why are they asking me? I’m a lousy writer.”
“What have I got to share that anyone else is going to care about anyway?”
“How do I get it down on paper? Writing is really hard work!”
Take heart, everyone thinks that – even professional writers. Ernest Hemingway said it best:
“There’s nothing to writing. All you do is sit down at a typewriter and bleed.”
But your voice needs to be heard. You can blame that on content marketing.
Essentially, content marketing focuses on sharing information prospects and customers care about
without trying to sell anything. The premise is that if you give people ideas and insights they can use, without asking anything in return, you’ll be top of mind when they are ready to buy.
As Brian Carroll has said again and again, it’s all about building relationships, and that’s why
content marketing is transforming how we engage our marketplace. One of the foremost challenges for any marketer is identifying what audiences want to know at each stage of the buying cycle and then giving them that. And that’s where you can help fill the gap. You have a perspective no one else possesses and sharing it will add value to your prospects, your customers, your peers and your profession.
To further clarify why it’s important you share your perspective, substitute the words “add value” with “bless.” Your ideas put into words can bless multitudes by helping them make better decisions, drive more opportunities, achieve more success and avoid disasters.
My next posts will reveal tips to make sharing your ideas easier and take the charge out of the writing process. They will look at what you must clarify before you even begin, how to get creative juices flowing, ways to break through writer’s block, why the first draft is never the final and more.
Image by: ChepeNicoli