Have you ever heard the expression, “You have to love yourself before you can love anyone else”? Well, the expression applies not just in relationships, but also when it comes to your content marketing strategy, according to Joe Pulizzi, founder of Junta42.
In his latest blog post, Pulizzi acknowledges the fact that so many businesses spend countless hours and resources creating buyer personas (sometimes even giving them names), so they can understand who their customers are, without really understanding the brand they are selling (their brand persona).
How does this relate to content marketing? Isn’t content marketing all about the customer? Clearly not, when you consider Pulizzi’s example:
“Just think of the difference between Southwest and Continental airlines. Two reputable companies. Two very different companies. If Continental came out with a video series about their flight attendants doing tricks on passengers, it would seem severely out of place. Southwest, not so much.”