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Tuesday, November 11, 2014

How Content Marketing Builds Stronger Relationships with Your Brand

Written by  Duane Bailey

Strong relationships are built on trust and two-way communication. This is true of relationships online as well as off. We tell stories about our experiences and share relevant information with the people we are closest to. They, in turn, respond by engaging us in further conversation. Over time, a bond of trust develops and a relationship is formed and nurtured.

Brands who want stronger relationships with their prospects and customers are increasingly turning to content marketing strategies that move beyond the traditional view of self-promotion.


By publishing useful and entertaining content, brands are building trust. They're doing it by telling stories of their successes with other customers and sharing useful information that might help their prospects and customers achieve their personal and professional goals.

They're also engaging in two-way conversations with their prospects and customers. People are seeking information from the brands. The brands are responding to and engaging them in real-time, much like you and I would if we were having a face-to-face conversation.

What does this mean for brands and their marketing teams?

The brands whose content marketing strategies will yield the strongest relationships are the ones whose marketing teams embrace customer interaction and engagement. My own experience tells me it is virtually impossible to understand and translate customer insights into strategies that build and nurture relationships without first investing in those relationships. It's the age of the customer and marketers can no longer afford to dictate strategies from behind focus group two-way mirrors or from the insular environment of "behind closed-door" offices.

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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