I know you’re wondering “what the heck is content marketing personalization?” I promise I will get to that. But first, I want to tell you a brief story I am pretty certain you can relate to.
I went to the doctor a few weeks back. He asked what line of work I was in. I told him I was in marketing. He said, “that’s like sales, right?” I told him “no.” That’s not what I do.
After a pause, he said emphatically, “oh you help make those ads on TV that I hate.” I told him “no” again. I laughed a little. But then I struggled to explain to him exactly what it is that we do in marketing.
I believe that we help businesses build relationships with new customers. We join the conversations around our topic that are already happening. Marketing is about conversations and building relationships.
But I struggled to explain that to my doctor. Ask most people what marketing is, and they will tell you it is an ad. Or a billboard. Or the color of your logo.
Marketing Today Is Broken
In preparation for my talk at a recent conference, I did a Google search on content marketing trends. I found an article on a publisher site. When I clicked on it, I was interrupted by a “welcome ad” and some strange quote. When I clicked past the ad, I was greeted by the most evil advertising creation in the history of mankind, an auto-play video, that forced me to scramble to turn the volume on the computer down. Then, while reading, I was asked to take a survey.
In less than a minute, I was bombarded with marketing that I didn’t want. No, with marketing that I hated. I hated the publisher a little bit. And I hated the advertiser a lot. More, because I know the publisher is trying to stay in business. They got kids to feed too.
Content Marketing Personalization: Build Relationships At Scale
