By Ariella Brown
“If you have built castles in the air, your work need not be lost; that is where they should be. Now put the foundations under them.”
― Henry David Thoreau
 |
| Two results of the Gemini-generated pics for my prompt based on the quote. Let me know which one you prefer in the comments |
This is the essence of creative content marketing. You can start with the creative idea to construct something truly different and unique. But if it is not grounded in reality, which is the actual experiences of the target customer, then it will never be a sustainable structure.
HT to Alfredo A. Lopez for making the comment on Tom Goodwin's post that made me think of this.
I'm wondering if Tom's dichotomy was sparked by reading the "bothism" advocated by Mark Ritson. https://www.marketingweek.com/ritson-bothism-cure-marketers-fascination-conflict/in which he says:
We’ve had the decade-long custard-pie fight over ‘digital’ versus ‘traditional’ forms of communication. I remain completely bemused as to what these terms actually mean in 2020, given almost every form of communication from radio to outdoor is now demonstratively digital in delivery. And yet we have spent all this time pushing the benefits of one side and then defending the honour of the other.
Twenty minutes with a decent data set and an open mind would demonstrate to any marketer that when you adopt a Bothist view of communications and add a dash of traditional media to the digital cake mix, the whole confection improves dramatically as a result.
Related
Don't just aim for differentVisualizing the customer journey
What makes content marketing effective
Trying to stand out
Posts
