I was seven years old and my dad had fallen asleep watching some awful golf tournament on a Saturday afternoon. And not just asleep. The snoring had reached jet engine levels. And then a commercial asking “Where’s the Beef” came on and I thought it would be my chance. As I snuck up to the TV to switch the channel, my dad said, “Hey, what are you doing...I’m watching Tom Watson on the 18th hole!” It was like he had a 6th sense that would have never qualified for an M. Night Shyamalan movie. That was the 1980’s and commercials dominated the marketing scene. Fast forward 30+ years. My children are obsessed with YouTube Kids. They almost always watch other children opening toys and describing what is inside the package (by the way, I’m convinced Shopkins are evil). My kids are literally choosing to watch infomercials, because they enjoy the content. Marketing is much different than it used to be. Being able to rely on interrupting someone’s day to sell them something is no longer a thing. We now research on our own and gravitate toward authentic content that resonates with us. You will not be able to bombard people with features, advantages, and benefits. YOU WILL HAVE TO CREATE YOUR OWN CONTENT WITH YOUR CUSTOMER IN MIND AND IT NEEDS TO BE HELPFUL.
Why?
Your own content can express your real thoughts, brand you as the expert, and resonate with your target customer.
Your content can be:
- Checklists
- Blog posts
- Guides
- Photos
- Social media
- Website
- Email follow-ups
- Email marketing
- Presentations
- Landing pages
And this trend isn’t going to reverse itself anytime soon either, so now is the time to get on board and create your own content!
