The secret revolves around a single concept: storytelling.
“Unless you’re completely unknown, if you’re not actively telling a story, people are already telling a story about you,” he says. “And is that the story you want them to tell?”
In a presentation at Ragan’s Fifth Annual Social Media for PR and Corporate Communications Conference, Clark offered tips drawn from the rise of Copyblogger, which began in 2006 as a blog but expanded into a media company selling Scribe, Premise, and other traffic and design solutions for WordPress.
“It’s a very unconventional path,” he says, “but all the opportunities came to me because I had built the audience.”
That path involved creating content—and learning the art of corporate storytelling inspired by “Star Wars,” he says. It’s an approach Clark calls Jedi warrior content marketing.
Here are some lessons:
Create trusted content