Say Something, Say Something, Anything

In the '90s the band James released the album, Laid, and it was a hit among the teenagers of the time.  One of my favorite tracks was always "Say Something".  Its lyrics are as follows (image courtesy of Wikipedia):

Say something, say something, anything.
I've shown you everything.
Give me a sign.
Say something, say something, anything.
Your silence is deafening.
Pay me in kind.

I love this song and lately it has bounced around my head as I think of different types of blog posts for potential customers.  This has become a bit of an obsession as as it applies to multiple sectors of the economy.  Although I love this song and its lyrics, it isn't quite the right sensibility for content marketing.

Content marketing is the concept of providing quality information about your business in an effort to allow your customers to get to know you better, to build brand loyalty, and to bring self-serve information to them when they are ready to find you out in a crowded marketplace.  It is a unique idea in that content marketing isn't just about launching promotions, about "selling" yourself to your customer, but making yourself available to them when they want you.

Content marketing is sincere, informative, timely, and necessary in a fractured digital marketplace.  According to Youtility by Jay Baer, customers in 2011 needed 10.4 sources of information before making a purchasing decision.  This is up from 5.3 sources in 2010.  With this dramatic increase in customer researching trends, companies that stay on the forefront of information will be the ones who are found.  As such, content marketing, the act of providing sincere and informative resources to customers, is becoming more and more necessary no matter what segment of the marketplace you are in.

This is where the James song comes into play, although tangentially.  As a company in the modern marketplace, you need to "say something, say something," but it can't be "anything."  The information modern consumers are looking for is open, honest, and revealing about your company.  They aren't looking for more hype, more media noise.  They are looking for a reason to connect with your company in particular.  It is my mission to help you find that content, develop it, and deliver it.  If you say the right something, if you develop your online presence in open and responsive ways that your customers crave, then they will surely give you a sign and pay you in kind.

That is the mission.  I choose to accept it.  Thanks, James.