How we “first” heard about Christmas

Having run the Christmas pageant at my church, complete with a full cast of children, I know a thing or two about explaining the opening scene to the Greatest Story Ever Told.

After a few productions, though, I wanted to produce it in a new, more relatable way. We all know the story, but how could I tell it so that it sparked fresh engagement?

So I wrote my own Christmas play – The Wise Guys – that followed a group of “sketchy” shepherds and their calling that night to visit the baby Jesus. Not exactly family types, the shepherds occupy a special place in the Nativity story.

All of which got me thinking about some of the greatest stories ever told in the arena of content marketing. Now, I’m not comparing our humble work here to that of the Prince of Peace. So let me wish heartfelt holiday cheer to our friends of all faiths or none at all.

But a good story is … well, a good story.

Isn’t that what marketing is all about? Telling your story to the right people (at the right time)? We have the honor of telling many client stories in our content marketing work. One of the best examples of content marketing has also proved to be a very enduring brand.

Many in our industry point to John Deere’s The Furrow as the introduction of content marketing. First published in 1895 and still in print, but now with a super-strong web presence, The Furrow is to farmers what Rolling Stone is (or at least once was) to rock fans.

Imagine the ingenuity and foresight it took for someone at Deere to suggest in a meeting 121 years ago, “Hey boss, how about if we take some of our advertising budget and divert it to publishing a magazine of great interest and value to our core demographic? No, it won’t be crammed cover-to-cover with ‘John Deere this’ and ‘John Deere that,’ but the readers will know it is from us and we’ll benefit in the long run by becoming their trusted partner in their success.”

Okay, so they probably didn’t use terms like “core demographic” back then, but you get the idea.

Flash forward to today, where you can find a broad and deep slate of invaluable business information and guidance in meaty content on the American Express Open Forum.

With content marketing you have a unique opportunity to tell a story, boosting your image and credibility and improving connectivity and accessibility with your customers and, perhaps better yet, potential customers.

The advantages of content marketing are at least twofold, and both are measured in clicks-clicks-clicks.

Traffic

Google, the other search engines and social media really, really like quality content. You’ll see it reflected in your search rankings. Remember, Google’s simple aim is to get users as quickly as possible to the best destination related to a search, and they favor sites that are rich with content for that very reason. Social media rewards content you can share.

Conversions

Content marketing turns prospects into customers and customers into brand advocates. When you solve a prospect’s problem and answer their questions, you build brand awareness and trust when they’re ready to buy your product or service. If they are repeat customers, telling their stories of successfully working with you helps build customers that promote your business to their networks.

By creating relevant content on your site, you position your business as subject matter experts. To quote Jay Gordman from Webtivity in our digital presentation with the Omaha Chamber, “Become a thought leader!” Just as in the John Deere case, the best content is not all about “me-me-me.”

The best content is what your customer needs in their purchase journey to your business, from basic brand awareness to deep budgetary or technical concerns.

It can take many forms – from reviews to blog posts, podcasts to videos, image banks to infographics. And it’s useless if it doesn’t reach your audience.

And that’s why you can’t forget the shepherds.

What you might not know about them is that it’s only the second time the St. James Bible states a “host” of angels appeared to humans. They trusted the angels, but had to see for it themselves at the manger in Bethlehem. Then they did one thing – told everyone they knew in the community around Jerusalem, getting that kid in the books early and laying some groundwork for an adult Jesus to return.

That’s how we first the story that is more viral than any other. After an amazing year, we look forward to time with friends and family. To quote those angels, “Peace on earth, good will to all!”

Next year we’ll talk about content marketing and more at our Lunch & Learn on Tuesday, Jan. 17, 11:30 a.m. to 1:00 p.m. at PizzaWest. The pizza is on us, so register today.

Until then, Happy Holidays!