How the right approach to content marketing helps your sustainable business journey.

Ever heard about the race between the sensible tortoise and the slick-talking hare?

The hare is brash and flash. If he was promoting a business, he’d be jabbering on at you in sales speak, pushing to make a quick buck at your expense, whether you need his products or not.

If the tortoise was in the same shoes, he’d take a considered approach.

He’d want to get to know you, and create value for you along the way. The tortoise knows you need to trust him, before you’ll buy into anything.

So, although the hare starts the race in the lead, he doesn’t win. All because his method isn’t sustainable in the long term.

Sustainability may be a bandwagon buzzword, but today’s uphill race to win more, with less to go around, means it’s also a necessary thought for survival. 

And how does this apply to content marketing? Well, the word sustainability comes from the latin sustinere, meaning to ‘maintain’, ‘support’ or ‘endure’. And content marketing performs a supporting role to help your business not just survive, but thrive.

A sustainable business philosophy  has four cornerstones – ecology, economics, execution and experience. Content marketing supports each of them, helping you to connect with the right customers, and amplify the value you bring to them.

But, to connect meaningfully, you need to encourage trust, by promoting truth and transparency. And this takes time.

So, what’s the secret to being distinct and dynamic, when you ‘walk and talk’ your business philosophy online?

  1. Be yourself and be useful
  2. Find the best media distribution channels to suit your marketing needs (less can be more)
  3. Use ‘appropriate technologies’ to support your goals
  4. Slowly and steadily, just like our friend, the tortoise

Are you winning the race when it comes to sustainable marketing?

How does content marketing help YOU take the lead?

In the weeks to come, I’ll be chatting about specific tools and approaches to support you on your sustainable business journey, so stay tuned. :)

[Image Source: RGB Stock – albion80]