Why Content Marketing Is A Lot Like Dating

September 16, 2013

Content marketing is nothing new; it’s just become more relevant over the last few years when people started rejecting traditional advertising. The information super highway has made us all more educated consumers. Content marketing is a way to get through to people without selling to them. The Content Marketing Institute refers to content marketing as non-interruption marketing…”instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.”

Successful content marketing is serious and requires a lot of work, just like dating. We’ve all heard clichés like, “the good things in life never come easy,” or “good things come to those who wait.” You’re probably managing some form of content whether it’s a blog or a white paper. You might be wondering how you can improve or update your process? Keep reading to see how I compare successful content marketing to the world of dating!

Set Expectations

In content marketing, or dating, one must set realistic expectations. Set goals, milestones and decide where you want to be. People who are serious about dating know what they want, where they want it and when they want it. The keyword here is ‘realistic’ expectations. We’ve all been told at one point to “lower our standards” but, I wouldn’t go as far as that. Be open to changes in the tide, and be ready to roll with the punches. Here are some examples of setting goals and expectations in your content marketing are below.

  • Create a content marketing mission statement
  • Decide on a content marketing strategy
  • Set weekly, monthly and yearly content goals
  • Decide on the type of content you want to produce
  • Decide on who your audience will be

The Law of Attraction

Think back to your first love. What was it that attracted you to him, or her? Were they smart, sexy, confident, all of the above? More often than not, physical appearance is the first thing that attracts us to someone we are interested in dating. Whether you’re looking online at a profile picture or in person, people want to find someone they are physically attracted to. Someone who can catch their attention, and keep it!

It’s the same in content marketing; what you produce must be appealing to your readers. It needs to be smart and sexy, and the biggest challenge, keep them wanting more. The more you can keep readers interested, engaged, educated and entertained the more they will see you as a resource. The more they see you as a resource, the more likely they are to sign up for your newsletter, refer you to friends and colleagues, connect with you on social media and ultimately hire you or decide they want to work with you in some capacity.

Here are some examples of how you can make your content attractive:

  • Use eye catching images
  • Embed Tweets into your blog posts
  • Share useful information in bite size pieces
  • Give information, without giving everything away
  • Show your playful side, run a fun series
  • Create an infographic
  • Don’t always be so serious
  • Find out what your readers want and give it to them

Setting a Date

You won’t find someone just standing around or staring at online profiles all day. Setting a date can be one of the most nerve wrecking stages of the dating process. It requires careful planning both mentally and physically.

Every content marketing strategy should include an editorial calendar. A lot goes on in a year in your company, within departments and in your industry. It’s crucial to use a calendar to help decide ahead of time…

  1. What content needs to be produced
  2. Who will produce it
  3. When it will need to be published
  4. Where it will be published

Why the content is being published should be established already in your goals and mission statement. If what you are planning doesn’t meet your goals, you probably shouldn’t bother creating it. Having a process in place also helps in getting content up quickly and efficiently.

Spice it Up, But Be Yourself

If things are going well, and you’ve been dating someone for a while, you might consider adding some variety to your date nights. Trying something new, meeting friends, or parents perhaps, might spice things up a bit depending on where you think you’re headed.

Just like in any relationship, content marketing requires some creativity and variety to keep your audience interested and dare I say, engaged! Take some risks, but remember to always remain authentic. Stay true to what you believe in and what you want to accomplish.

Here are examples of ways you can add variety in your content marketing:

  • Create slideshows to emphasize imagery, not text
  • Publish a white paper or an EBook for in depth topics
  • Speak at a conference or give a presentation
  • Educate through tutorials and how-to posts on your blog
  • Create infographics, they spread like wildfire
  • Use bold and enticing images, text is optional
  • Share what are others doing well through case studies
  • Answer questions about your industry or things customers want to know
  • Curate content, don’t be afraid to share the work of others
  • Invite guest bloggers, be a guest blogger
  • Interview the experts
  • Send an email newsletter
  • Host a sweepstakes or giveaway
  • Share company news and milestones
  • Share details about upcoming events
  • Discuss industry news or current events

Whatever you decide to do make sure it aligns with your goals, your mission and that you have it on the calendar! If you’re target audience is other businesses, then you must read 14 Sexy Content Ideas for B2B Brands for a specific list of ideas that will help spice up your content.

Share the love

It’s official once you update your status from “single” to “in a relationship” on Facebook! When you’ve found “the one” you want to shout it from the mountain tops. You want everyone to know.

Successful content marketing requires you to share the love. Don’t be afraid to share your content pieces on all of your social networks including Twitter, Facebook, LinkedIn, YouTube, Pinterest or any other channel you have out there. Social media gives your content legs and helps others to easily share it as well. It might not go viral right away, but it has the potential to reach a larger audience and gain the interest of others.

Make the Commitment

Now that you’re in a relationship, you’ve got to continue to earn your keep. Making a commitment is a huge step, but it has to be done. Commitment is necessary for trust in any relationship, it shows you’re serious and want to move forward. Don’t wait for perfection, because it will never come, and you just might miss out on an amazing opportunity.

So what are you waiting for? Get started on your content marketing strategy now! Don’t wait, just do it!

What are some things you do to manage your successful content marketing process?


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  • Reply simonecas November 15, 2014 at 12:42 am

    Hi Angela, great article. I integrated the link in my own: Marketing is like dating: http://buff.ly/1y099rR

  • Reply Fandom Marketing November 21, 2014 at 11:43 am

    This is great thank you! We will be sure to share it with our Twitter audience.

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