• http://www.ethicalbehaviorboy.com/ Michael Belk

    Brian you explained this article very well. I really like how you broke down every point. As a blogger content marketing should be important no matter what niche you chose.

    I write on ethics so any form or marketing is foreign to me, but I am learning fast thanks to bloggers like you.

    You taught me how important titles are to the article.

  • http://twitter.com/copyblogger Brian Clark

    Thanks Michael, glad to help!

  • http://twitter.com/chai_lim Chai Lim

    I feel all these are important but for me, telling a simple story which is understandable, emotional and memorable makes for good marketing. I took this from a presentation that I read about, see my blog http://dawnlim.com.au/2013/03/17/blogging-hints/

  • http://twitter.com/copyblogger Brian Clark

    You’re right. But it’s this skill set that allows you to tell the right story, and tell it well.

  • http://twitter.com/SheldonNesdale Sheldon Nesdale

    Wow, awesome stuff Brian. My favourite bits: Creating content like you describe “lowers the cost of understanding”. Yes! Because learning can be hard, unknown, time consuming, and intimidating, but content like that is soothing.

    And telling them “why” is what it’s all about. So often I get frustrated that I have to explain the “why” instead of people just accepting my advice at face value. Now I know why it’s so important. Legend.

  • http://twitter.com/copyblogger Brian Clark

    Thanks Sheldon. Yep, it would be nice if people just “got” what we were talking about and we could proceed with the next step. But I’ve learned the hard way that if you lose people from the beginning, the rest is a waste of time.

  • http://kapost.com/ Christine Leas

    “What’s the why?” What a great question to ask before creating any content. We need to remember that “prospects” are really just people who want to know why they should care. Great reminder to focus on making connections and understanding others’ needs!

  • http://twitter.com/ContentumSA ContentumSA

    great article!

  • http://www.facebook.com/bruce.frazer.75 Bruce Frazer

    Glad to see someone is discussing the “Why”, Usually people only put out the “What”
    Another trait great Content Marketers need, or any type of marketer for that matter, is to be a ” Dynamic Conversationalist”….meaning they must invite and promote dialogue (must be a good listener as well as a talker) , overcome objections , close the sale, all while making the prospect believe that they ,themselves made the choice to purchase.
    which also leads into another trait….” Product Diplomat” because is not Diplomacy the art of getting your own way?
    Great Job Brian

  • Luke Hancock

    Great stuff Brian. I sometimes struggle with empathy. What are your suggestions for discovering your audiences’ wants, fears, etc.

  • http://www.brickmarketing.com/ Nick Stamoulis

    It’s hard to put yourself in the customer’s shoes sometimes. We live and breathe our niche/industry, so it loses some of it’s “newness” and excitement over time. But you have to remember that you customers don’t know the ins and outs like you do, which is why they are looking for you to guide them with your content. What would you want to know about your industry if you knew nothing?