“Content marketing is just solving the same problems that your product solves through media you create and promote.”
This quote by Jay Acunzo of NextView ventures in his post Should Startups Blog? stopped me cold and made me re-think content marketing forever.
Why did it have such an effect on me? Because it stated an obvious point I had directly experienced for the last eight years with content marketing: the most successful content marketers treated content like a product offering, not like a marketing tactic.
Let me tell you the story of how I became acquainted with modern content marketing.
I was laid off of a software sales job during the first week of January of 2009. It was just after all hell broke loose in the stock market – the beginning of the ‘Great Recession.’
So there I was, January 2009, out of a job and with no prospects. What to do? I already had enough of the corporate world, so I decided to launch my own consulting career. But with no money for marketing I concluded the only thing I could do was blog.
But I didn’t know the first thing about how to blog to generate business for myself. I did what anybody in my situation would do: I went to Google.