How to Sculpt a David with Your Content Marketing
And it simply takes your breath away.
My husband and I traveled for three weeks in Italy to celebrate our one year wedding anniversary in the fall of 1997. And to this day, one of the highlights I remember from that trip was a 500 year-old naked man carved in stone.
I remember being in awe that Michelangelo sculpted the statue of David from a giant block of marble. How is that possible? What could he see in that hunk of rock that no one else could see?
Now I realize that using the carving of David as an analogy for content marketing may seem far fetched. But bear with me.
Imagine for a moment that it doesn’t matter what you do today to market your business. At least not in a larger sense. What matters is what will emerge out of your efforts over the course of a few months and over a year, two years and beyond.
We so often talk in terms of “building.” We build a business. We build our client base. Those are good analogies, but they are a little tired. So what I’m offering you today is the concept of sculpting a successful business as if you were carving a masterpiece.
To bring your masterpiece to life, you must have a vision. You must see what can’t be seen. What does your beautiful business and fabulous collection of clients or customers look like in your mind, six months from now, and in a year, in two years and in five? What types of clients, how many, and with what size of budget and commitment to your products and services are needed for this vision to take shape?
Once you have truly envisioned your masterpiece, what tools will you implement to bring it to life? How many different sizes and types of chisels do you suppose Michelangelo used? Large ones for chipping away at the outer edges, and finer ones for the shape within? And of course he needed hammers, mallets and brushes. No one tool is right for such a masterpiece.
The tools of content marketing are vast, and include social media, website marketing, blogging and syndication tools, article sites, press release distribution tools, email marketing and contact management tools, video creation tools, presentation software and content curation tools, just to name a few. And unless you have quite a bit of time on your hands, or you’re incredibly efficient, you will also need staff members or outsourced help to manage all of these content management tools.
Having created your vision and chosen your tools, you might begin creating your business masterpiece with interaction on Facebook, LinkedIn, Twitter and Google Plus, creating community, trust and a following. And then coming from another angle, you might write a scheduled series of blog posts, keyword enhanced articles and a monthly newsletter.
This is all good, but your masterpiece is still just beginning to take shape, and you know you must keep at it. Rome was not built in a day, as they say. So you add a YouTube channel and record some presentations, collect your blog posts into an eBook, and announce it by sending out post cards with a QR code that takes mobile users straight to your website for ordering. You expand your social media reach with Xeeme, StumbleUpon, About.me and other social media tools that you incorporate into your social media marketing schedule. (Need more ideas? Check out this Creative Content Marketing post from Copyblogger. One of my favorites.)
Your well designed content strategy will ultimately allow your business masterpiece to emerge, fully formed and awe inspiring, after months of sweat and hard labor. With vision and a good content marketing plan that you follow through on with intent and precision, you can carve your own David.
What is your David? Have you envisioned it, and are you on task to bring your masterpiece to life? Please share your thoughts in the comment section below. To your content marketing success!