Stories are the legs with which we navigate the world around us. They connect us to the people around us through shared experiences and passions. Everyone loves a good David and Goliath story. That’s why during the 2016 World Series, everyone, even people who could care less about baseball, was rooting for the Chicago Cubs, the eternal underdogs.
Why is a mediocre salesperson more convincing than the best billboard?
Yes, the fact that you're quickly passing the billboard plays a part, but it's not the pivotal aspect.
A salesperson, even a mediocre one, can tailor their message just for you. They can listen to the words you say, they can hear how you say them, see how you dress... and they can take all this info and use it to speak right to you.
It's this superpower of understanding people that can make a salesperson a superhero, or a super sleaze.
But the power isn't esoteric. You don't have to be born on another planet or get bitten by a smooth-talking spider, and you certainly don't have to be a salesperson.
No, marketers can use this skill too. And they have to if they want to keep up with their competitors.
Welcome to The World Map of Content Marketing. If you missed our first post and want to start from the top, this would be a good series of words to click on.
The famous science fiction writer Ray Bradbury once said "Jump, and you will find out how to unfold your wings as you fall."
This is terrible advice.
You should absolutely make a thorough plan before you jump off a cliff. Better yet, stop jumping off cliffs altogether and follow our map to go from the ground to the new heights of a solid content marketing strategy.