If you’re like me, you’re probably thinking about content marketing wrong. Maybe because we initially think about it like a trap: if we can just put enough juicy treats closer and closer to the middle, we can lure our customers in and BAM! Spring the trap. Got ’em. Content strategy for the win!



The problem with thinking about content marketing like that is that consumers aren’t prey. Or, if they are, they’re sheep. But not how you think of them, where you’re the shepherd, guiding them to green pastures. And then the slaughter house. You’re not the shepherd.

You’re the grass.


Looking at it this way leads to different questions. How can I become as nutritious as possible (metaphorically speaking)? How can I become so essential to my customers’ lives that they happily consume me? Instead of outwitting your customer, you are essential to their health, happiness, and wellbeing. 

Don’t be the shepherd. Be the grass.