Good brand strategy is all about bringing people together, resonating with them on a personal level, and wIn a world where every available surface that could loosely be described as eye level, is fair game to compete for our attention, we’ve had to become proficient at drowning out most of it, just to get about our day in a reasonable manner.

Content marketing isn’t just another way to advertise, it’s flexible and allows us to inject our personalities and passions

Not that this is necessarily a bad thing, it’s there because marketing and advertising work. With content marketing there’s a golden opportunity to let our passion for what we do, do the marketing for us. It doesn’t have to rely on hard-hitting content, betting on the chance that out of everyone who glances at it, some will find it interesting. The thing with content is that if it’s good and relevant and you know your target audience, they’ll find it. Even better than that, there’s a good chance the people who do find it will be interested in it.

But what makes good content? Luckily, content is nothing new and the best content, whether it’s business related, music, media, art or science, is content people put their all into – content people are proud of; content that’s aware of who it’s for. When you see something that gets all of this right, you can’t help but take notice.

Good marketing strategy hasn’t changed, this is simply another arrow in our proverbial quiver. Ideally, it should exist primarily for our audience; giving them the option to support us should they choose to, as opposed to trying to herd just anyone to us.

This is a big distinction, people are smart – we need to give them credit for that. The general public get a lot of bad press, but it’s the only demographic we’re all a part of. If we love what we’re doing and treat them with respect, they’ll want to work with us. Alternatively, I know we’ve all felt what it’s like when a company or website is treating us like a commodity, trying to convince us to hand over our email address, left arm and first-born child, these methods can generate negative questions and can demonstrate a lack of awareness of your target audience. Content marketing isn’t just another way to advertise, it’s flexible and allows us to inject our personalities and passions. I hope that as we come out of this incredibly tough, once in a lifetime (hopefully), extended indoor retreat – we can fully embrace marketing with our hearts, staying true to our brands and the climate we’re faced with; along with our heads – solid data, and insight.

Together, we can create a marketing strategy ready to take on this ever-changing environment we now find ourselves in.