As I write this, I’m waiting for my first lasagna to cook in the oven. Keep in mind, I’m not a cook, but I love to cook. (That is sort of not being an athlete and liking to watch sports — there is no correlation between the two and the results can vary).
Why My First Lasagna Reminds me of Content Marketing
I’ve made plenty of meals, most of them involving either bacon or a grill (or both — that would be awesome!), but never lasagna. I mean a dish that is spelled “L-A-S-A-G-N-A” and pronounced “lazanya” had to be hard right? It was in fact fairly easy (wife was in the kitchen the whole time just in case).
But it made me think about one of the things I am passionate about and that I want to help people with the most. No — not their golf game, but that would be awesome too. What I’m talking about about is a term that means a lot of things to a lot of people — content marketing.
As much as I would like to just buy a sauce off the shelf, it does me good to know what is in it. I would equate this to your brand. A great sauce to me coats everything in a way that it enhances it — solid branding does the same thing for your product or service. A brand is much more than a logo — it is what you want your audience to feel and remember about you or your company.
This is my favorite part of the lasagna, which in this particular case was ground pork, onions, mushrooms, spinach, and any seasoning that sounded Italian-ish in the spice cabinet. Just so that I don’t offend my vegan or vegetarian peeps out there, by meat I mean the real substance of the lasagna. In content marketing terms, this is the content you create. This content engages, educates, entertains, and provides you a platform to build authority in your industry. It comes in many forms but in any form it should be something your audience can sink their teeth into.
Rounding out the last part of the lasagna I made is the cheese. Which brings up the question — can you really have too much of this stuff? After an hour in the oven, it will be melted, spread out, and adds a balance to the sauce and the meat. This is the medium you choose to spread your marketing with. Email marketing, social media, slide decks, infographics— there are many out there, each with its own way its users engage with it. Make sure how you distribute your marketing matches the platform — you’ll find when done right will do the same a good cheese does — it will stretch, be “sticky” and leave them wanting just a bit more.
Marketing and lasagna — who knew?
I hear the timer going off…time to eat!
Jan Michael Aldea is a jack of all trades finally making good at being well rounded. His background in marketing, consulting, business coaching & training, real estate, fitness, parenthood, marriage, and life makes Michael ill equipped to be in a cubicle, but very equipped to help transform people and companies one (sometimes humorously awkward) step at a time. He is the president and director of business development for Go Left Marketing based out of Charlotte, NC.