CH 16 It's About Being Human
When you think about it, this whole “helping vs. selling” thing should come naturally for most generally kind, good people. Most human beings want to be a resource for others; they want to do what’s right; they want to help people.
Here, I summarize a couple different articles from others in the industry that hit this very point.
Humanize your brand.
The first, a blog on Moz.com from Mackenzie Folgelson and Mathew Sweezey called “4 Ways to Build Trust and Humanize Your Brand,” is quite possibly the best blog post I’ve ever read on content marketing. To summarize the four points...
What does all this boil down to? One thing: being human. This is exactly how we would expect a good person to act. A friend who lives by these four concepts is a GREAT friend.
The other article that struck me was one I read recently in Chief Content Officer magazine entitled, “Speaking Human.” In it, authors Kevin Lund and Eileen Sutton address the struggle with most businesses when it comes to content marketing – selling too much!
Three points made in the section called “How to Speak Human” help shed some light on what it takes to really connect with people – just be human!
I’ve already shared the formal definition a couple times in this book, but Lund and Sutton summarized content marketing very succinctly at the end of the article...
“Above all, consider how you can be genuinely useful to clients and make their days and lives better.”
And that’s what it comes down to. It’s not a difficult concept – helping others. But, it’s often difficult to implement as a business that has always been focused on SELLING stuff. The purchase will still be the end result. But, content builds trust; trust builds relationships; and relationships drive revenue.
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