My favourite article this month came from Joe Lazaukas, musing on what makes content marketing such a powerful strategy at its very core. He pins it down to our innate love of storytelling - but notes that: “The key here is that our brains only respond to really great stories. They don’t care about mediocre ones. The best personalization, sales enablement, or email automation strategy won’t save your business if the content isn’t really good in the first place—because people just won’t care.”
This is something that ought to stick with us. It’s very easy to get sidetracked by excitement over the latest trend or tech - but none of that stuff is what really makes for a successful campaign. The true success stories are built from content that strikes a chord - the content that’s entertaining, enriching, inspiring, or all of the above. Keep these aims at the heart of your strategy, and don’t be afraid to get creative. Once you’ve got that down, the rest will follow.
Here are this week’s top reads: