The blur of today included a whole lot of marketing, signing off on some pretty interesting frame samples, IT development, and dinner with a manager at one of our distributors. In actuality, he’s considerably more than that, though. This particular manager also happens to be one of the smartest and best guys I know in the bike business. One of the advantages to my current work is that it’s pretty broad. We could be discussing purchase of a simple quantity of bike products one minute, a completely original concept for a business the next, and both are things we’re actually going to do. This guy’s a good fit for discussions like that.
Anyway, one reoccurring theme to the dinner–and the day in general–was authenticity. We’re a unique company with particular goals for customer service, fulfillment and IT, and one of the things that matters to us a great deal is content.
Yes, that same crap that’s all over the Internet. Content.
Both this distributor and my company happen to be big believers in content creation. I’d just read this article by Steve Rubel that drives the point home. Retailer or manufacturer, we’re all in the content business now. When Rubel suggests your company “adopt a newsroom mentality,” I couldn’t agree more. For me, it’s always gone back to that authenticity. Content creators have a story to tell.
Assuming the year 2013 happens at all (Mayan calendar ending and all), we’re going to see two key things:
- the beginning of the 650b revolution
- the rise of companies with Something to Say
Good content–unique content–matters, now more than ever. When I look at what’s distinguished that manager’s company, and what I hope distinguishes our companies, it’s content. Not just high-res images and lots of product copy, but personality that comes through the business. I left dinner tonight motivated to get back to telling stories about all the companies I represent, which is really what good marketing does.
Lots of stories to tell in 2013.