Even if you do everything else right, your content marketing effort is doomed if your content doesn’t appeal to your audience.
For several years, to illustrate this point I have shown the Disney Parks blog.
The blog is authored by 100 Disney Parks staffers, from its CEO to front-line employees. Initially offering seven or eight posts per week, the blog now boasts that many every day.
I know what you’re thinking—how many businesses are lucky enough to have theme park attractions, motion picture tie-ins, and beloved characters serving as content fodder?
No matter. The principles that guide this blog apply to any business, regardless of how unsexy your business may be. As long as you have employees willing to blog and stories to share, you’re on your way.
Disney’s engaged employees who volunteer to be bloggers—the same concept behind the Southwest Airlines blog—are “passionately curious” and driven by a “what if? why not?” attitude, according to Tom Smith, Disney Parks’ social media manager.