Ah, the Apple Store. All white space and shiny surfaces… *stroke stroke*…
At one table stands a man with a battered and bashed iPad screen, at another eight ladies with tight white curls and powdery cheeks sit in a u-shape and giggle as they attend a training session. And at the back of the shop I stand, and I wait. For my turn with a Genius. And as I stand, I watch the screens above the Genius Bar.
There’s a piece on phone shortcuts, a piece on highlighting email text, a piece on adding accents to words (voilà – see? I was paying attention) and more… and it’s passing the time. And it’s painless. And I’m learning things as I wait.
So why am I calling this ‘content marketing’?
Isn’t it just Apple being helpful?
What is content marketing?
The Content Marketing Institute defines content marketing as,
“a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
Clever old Apple. Making exquisite content marketing look simple. Helpful, useful, entertaining, valuable. Because the tips were so useful. So time-saving. So beneficial. That I wanted to remember them. To use them. To apply them to my life. In short, I needed them.
Content marketing drives profits
So, I met with my Genius (thanks, Gemma). I collected my phone with its new battery. And I went to meet my good friend, Mark, a discerning designer with a line in jaunty hats. And I related the tale. Particularly the bit about the eight giggling ladies.
And he hit the nail on the head.
“Ah, they’re good like that. They make you want it. You watch it and think “I need that,” and you ask how you can do it and then they tell you… Ah, you’ll need the XYZ version, sir. For you have the ABC version and so you can’t do this… yet. And then there you are, sold! New operating system, new phone – just so you can underline something in an email.”
Now, we don’t all have five-foot high television screens to project our content marketing. But we do have websites, blogs and more.
So what are you going to do to create that want and need?