It’s all one big story

Here’s a neat content marketing strategy.

What if, instead of endlessly publishing derivative works, you treated the month, the quarter, the year—the entire lifespan of your publication—as a serial, as an ongoing story? I’m talking complete with characters, exposition, plot devices and twists, climax, and denouement.

If you know your ideal customer, what’s stopping you from outlining his or her story, then writing that story over a set period of time?

Instead of writing something you think might be a good idea, why not, ask yourself, ”What’s my ideal customer doing right now? What’s she most concerned about? How did she get here? Where are they going next?”

Then start writing that story. Make it up as you go from the best insights you’ve got.

Show your customers you truly understand them.

Auto-marketing-publishing intersections (2017 Top 5)

I’ve long existed in a strange intersection between cars, publishing, and marketing.

Gearheads don’t get the marketing piece.

Marketers don’t particularly care about the cars piece.

And publishers, well, they’ve had a rough decade.

Here’s my favorite marketing-related dailies from this year: