If you want your customers to listen, you have to have something to say. And if you want to have something to say, you need to be able to listen. Because it you’re not listening, then you’re not going to be saying what people are interested in.
For that reason (among many others), I’m in complete agreement with my colleague, Roxane Divol: Content isn’t king; it’s queen. She wrote not too long ago in a fun but very insightful piece (Content is Queen) that the communication characteristics needed today to be successful are typically “feminine.”
■ Good at sharing: Content needs to be available in ways that are easily sharable.
■ Into relationships: Content is how people experience your brand so the content equivalent of a one-night stand won’t cut it for the long-term relationships brands need to thrive.
■ Perfect hostess: Brands need to help people share content, ideas, etc. with each other
■ Good listener: Brands need to track and learn from your customers’ digital “tracks,” from what they say to what they do.
So, please join “Smackwagon Design” in the new rallying cry for our age: Content is queen!