The long game
Content is indirect. Unlike traditional marketing, which is prone to using the wrong adjectives and applying hype to describe value and hint at that brand experience, content actually creates that value by building the relationship and nurturing loyalty to the brand’s approach.
If content has any overt agenda whatsoever, it’s to solve a customer’s problem – with insights and information, and to form communities through the networking element that often comes with the platforms you share that content on. These communities will also eventually serve as ‘advocacy channels’, as long as you get your content right.
To put a spin on Simon Sinek’s famous quote as to why all this is so important: people don’t buy what you make or do, they buy how you make them feel. So tell their stories, or at least the ones that involve them, and make them emotive.