Fact: Today’s buyer has access to more information than ever before.
Fact: Today’s buyer is more distracted and harder to reach than ever before.
Fiction: This makes marketers’ lives easier.
Fact: The Internet has essentially created a free market on content, which means anyone can get audiences for their stuff.
Fact: You need compelling content that captures the buyer’s attention in this attention-scarce environment – what we call REMARKABLE CONTENT.
Fact: The content battle has begun – bring your swords.
Over the last week, a perfect example of the kind of content that works today on the Internet went viral: The Notorious CEO: Ten startup commandments from biggie smalls. Basically, the author took famous rapper The Notorious BIG’s, aka Biggie Smalls’, song “Ten Crack Commandments” and tied it to a B2B post for a business intelligence blog.
This is beautiful, not because I’m a Biggie Smalls fan (I am), but because this post is going to get read by and forwarded to a countless number of people. This is EXACTLY what we’re trying to do on the Internet: create arresting, remarkable content and watch as it takes off. A post like this has legs and will pick up TONS of link-backs – more so than your recent blog post about the three ways people will benefit from buying your latest product. Remarkable content is the name of the game. That comes in many forms, but thinking “inside the box” will doom your efforts. You need to take some risks, get creative and move outside the old-school chatter. Something that’s described as a “scalable, robust platform custom built for…” is not going to get people excited.