Chapter 6
Making Content the Fuel of Your Marketing
Only those who will risk going too far can possibly find out how far one can go.
—T. S. Eliot
Content is the ultimate fuel for launching your rocket ship into space. Why? Outstanding content attracts people in ways that ads, billboards, or commercials never could.
Great content is food for the mind. It feeds the deep desires of people. It enriches lives, solves problems, educates, and even entertains. Great content has a magnetic quality that points the internal compasses of people directly toward your business.
In this chapter I will show you some examples of great content that focuses on other people and lacks any obvious marketing messages. I'll also examine what makes content great and discuss how to craft your content plan.
