Content Strategy Begins With Purpose


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I remember reading about Norman Cousins, who developed a serious illness in the seventies and received a poor recovery prognosis. Convinced of the power of positive emotions, he used humor and laughing to support his recovery by renting funny TV shows and movies. He wrote about it in his book Anatomy of An Illness.

For me today, I think it would be TED Talks because of their incredible inspirational value. All marketers and sales professionals should take 20 minutes and view this insightful as well as inspiring talk:

The insights shared in this talk were reinforced during my drive to work today. WBUR, our local NPR station, presented a story about companies setting up gardens at work for employees. Say what?

You can read the article here. They quoted Judith Frampton, a vice president at Harvard Pilgrim Healthcare, saying the company tries to promote healthy eating, and the garden helps do that.

“The main reason we did it was because we are totally serious about trying to figure out how to get people to be healthier before they get sick,” she says.

When messages like this come from a “stand” — the “Why” of the business — they resonate and stick far better than those that discuss the “What” or even the “How.”

When our content strategy emanates from our core purpose and intent, our language, messages and content become aligned in ways that attract our best customers and partners.

Republished with author's permission from original post.

Jim Burns
Jim Burns is founder and CEO of Avitage, which provides content marketing services in support of lead management and sales enablement programs.


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