In Ann Handley's words:
“Good content isn’t about good storytelling. It’s about telling a true story well.”
In today's digital world, content is everywhere. We see written content, we see photography, and we see video marketing everywhere. So it's safe to say that if you're looking to sell anything, you need to do the same.
But how do you know what content is good content for your brand?
In a nutshell, you have to know your story well enough in order to build content around it, know your audience, know your industry, and then build a strategy of how and where to communicate your story.
But is there a way to know if the content is working 'for' you or 'against' you?
According to Bill Gates, it should always work for you. If, of course, you know how to listen, learn, and apply what you've learned.
“Your most unhappy customers are your greatest source of learning.” - Bill Gates
Nowadays, consumers have a plethora of ways to get a hold of a brand. In other words: if you have an unhappy customer, you'll know about it one way or another.
The way I see it is, you'll always have an accountability partner to tell you what they really think of what you're doing.
Use that information wisely.