The One-Two Punch of Authenticity and Strategy

We all know how we feel when we run into creepy, pushy salespeople, right?
Manipulated, pressured. Slimed.
In fact, the last thing we want to do is make a purchase from that person.
High-pressure salesmanship rarely works online. It’s so easy to just click away.
That’s the promise of content marketing — to deliver a relevant business message without becoming a total saleshole.
And yet, too many companies pump out massive volumes of content without seeing real results. Where are they going wrong?
Let’s start by looking at where content marketing came from … and some misreadings of its key ideas.
Content marketing has two dads
Today’s content marketing was informed at the beginning of the new century by two massively influential books.
The first was The Cluetrain Manifesto, published in 1999. Many of its “95 Theses” could be published in any good article about content marketing strategy today:
“1. Markets are conversations. …
3. Conversations among human beings sound human. They are conducted in a human voice. …
32. Smart markets will find suppliers who speak their own language. …
68. The inflated self-important jargon you sling around … in the press, at your conferences — what’s that got to do with us? …
75. If you want us to talk to you, tell us something. Make it something interesting for a change. …
80. Don’t worry, you can still make money. That is, as long as it’s not the only thing on your mind.”
– a few of the 95 Theses from The Cluetrain Manifesto
Cluetrain helped us

Original Source