Spending time with two of my ex-roommates and closest friends this weekend has sparked a realization that the investment we need to make in content marketing is a lot like the investment we make in building and maintaining our "best friend" relationships.
Those we consider our closest friends are sometime folks with whom we had immediate rapport. But more often, I suspect, those close relationships were a product of frequent, consistent communications in which shared interests were revealed and trust was established. Sometimes these friendships sprout early in a relationship when circumstances allow the friends to spend a lot of time with each other, and other times the contact may be spread out over several years. But there are some things that are almost always present in healthy, productive "best friend" relationships, and these same things are true of a successful long-term content marketing strategy.
- There are common or compatible interests.
- There is goodwill present.
- Each geniunely cares for the well-being of the other.
- Neither party is looking to take advantage of the other.
- Both parties benefit equally from the relationship.
- Both parties enjoy the time invested in one another.
The best news is that the investment early in our relationships can bear fruit for many years (or a lifetime even) even if the amount of communication diminishes over time. And just as with best friends, as long as you don't betray the relationship, once a content marketing relationship is established, there is little you can do to lose it as long as you don't betray the trust. As we were reminded this weekend though, an occasional refreshment of the relationship that demonstrates that the ongoing commitment to each other is still there, is a great idea!
