Five Content Marketing Lessons I Learned From My Five Year-Old

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Part of my nightly routine is to sort through my Daughter’s backpack. I quickly toss aside the smelly lunchbox. I find toys she’s smuggled to and from school. I rediscover hair barrettes I was certain were lost forever. But my favorite part of the backpack triage is reading through her school work. At age five, school work consists of phonetic exercises, basic reading skills, and projects involving paint, glitter, and the overuse of glue. A focus of their curriculum is writing. The last several months I’ve enjoyed watching the progression of her handwriting. But nothing could have prepared me for what I discovered last night.

My Daughter has hinted, not so subtly, at wanting a cat. I’m not sure why, we already have one. But it took me by surprise when I read her first handwritten book entitled “I Want A Kat”. The kid actually leveraged a school writing assignment to plead her business case for a cat. I did find this to be a rather effective content piece. Below are five content lessons I learned from my five year-old.

1. Use visuals. She broke up the words with pictures. It was engaging and increased the impact.

2. Keep it short. I can recite the book for you. It was memorable, she wrote to my reading level, and she didn’t over complicate with unnecessary words.

3. Get to the point. The title told me what the story was about and every page reiterated the call to action.

4. Define the WIIFM. She was very clear that this cat was not just a benefit for her, but also for me. Not only would I have a happy daughter and a new cat to play with, but I would take on no additional burden with this animal. She would handle all the care.

5. Content delivery is everything. Hands down this got my attention. It also allowed me to understand how important this is to her. Additionally I have a wonderful memento.

Whether or not this content piece leads to a closed sale is still up for discussion, but it certainly got the point across. Sometimes we tend to over-think our content. If we simplify, personalize, and target smartly we can make a huge impact.


Marilyn Cox

Marilyn Cox is the Director of Marketing for Second City Works - the B2B division of the famed Second City.

You know the buzzwords; inbound, outbound, content, demand gen, lead gen, martech, social media, account-based, advocacy, customer success, sales enablement, and analytics.She studies it, plans it, executes it, experiments with it, and loves it.

Through discovery, creation, and innovation she's learned to say "Yes, And".Like business, her career is one big improvisational act.

She leads all aspects of the brand and culture, developing and executing a clearly defined, integrated marketing communications strategy.Marilyn is responsible for planning, organizing, staffing, training, and managing all marketing functions to achieve objectives of growth, awareness, customer success and making work better.

Marilyn exists to empower sales and support the customer. When not geeking out over marketing analytics, she can be found daydreaming about her unrealized dream as a professional wrestler with the WWE.

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