{"id":540,"date":"2023-03-14T16:18:47","date_gmt":"2023-03-14T16:18:47","guid":{"rendered":"https:\/\/www.bursucretleri.com\/blog\/?p=540"},"modified":"2023-03-22T18:51:06","modified_gmt":"2023-03-22T18:51:06","slug":"if-you-cant-be-the-source-be-the-resource","status":"publish","type":"post","link":"https:\/\/www.bursucretleri.com\/blog\/if-you-cant-be-the-source-be-the-resource\/","title":{"rendered":"If You Can\u2019t Be The Source, Be The Resource"},"content":{"rendered":"

The following is a guest post from Andrew Hanelly.\u00a0 Andrew creates and executes digital strategies for clients at TMG Custom Media.\u00a0 You can\u00a0follow him on Twitter\u00a0and check out his posts on\u00a0Engage the Blog.<\/em><\/p>\n

People used to come into my sandwich shop craving pizza. I could see it in their eyes. They wanted melted mozzarella on a bed of tomato sauce with black olives, pepperoni and maybe just a touch of roasted red pepper.<\/p>\n

They wouldn\u2019t be satisfied with a sandwich \u2013 not this time anyway. Their craving knew one master, and it came in the shape of a circle.<\/p>\n

I had two options: I could point them to the best pizza joint in town or I could try to force a sandwich down their throat, literally (we didn\u2019t have pizza, hell we didn\u2019t even have mozzarella cheese).<\/p>\n

Standing at this fork in the road I had a decision to make, just like brands today have a decision to make when they\u2019re considering the idea of curating content as part of their\u00a0content development strategy.<\/p>\n

\u201cBut, we\u2019ll be sending them to someone else\u2019s stuff!\u201d<\/p>\n

\u201cBut, what if they never come back?\u201d<\/p>\n

\u201cBut, that\u2019s sort of like promoting XYZ and we only promote ABC!\u201d<\/p>\n

\u201cBut, what if they blame us for what they find when they get there?\u201d<\/p>\n

True, you run those risks. But at the end of the day you\u2019ve got a decision to make: do you want to try to be the only source, or should you try to be the resource? Here\u2019s why you should consider the latter:<\/p>\n

1. There\u2019s an outside world, acknowledge it.<\/strong><\/p>\n

Your customers are polygamists when it comes to their brand relationships. They eat Raisin Bran, have Yoplait yogurt, brush their teeth with Crest, drink Starbucks coffee, drive a Toyota, listen to Sirius radio \u2013 and that\u2019s all before they get to work in the morning.<\/p>\n

The fact of the matter is that your prospective and current customers are going to flirt with other people and brands. They are going to read other blogs besides your company blog. They are going to follow your competitors on Twitter, they are going to Like\u00a0pages on Facebook\u00a0that make you cringe. Deal with it. You can either ignore that those other entities exist, or you can highlight when those other entities do something well. Here\u2019s a hint: Your customers are going to find out either way, wouldn\u2019t you rather have them give credit to you for pointing it out?<\/p>\n

2. Confidence is attractive.<\/strong><\/p>\n

We\u2019ve all had (or know someone who has had) the jealous significant other. This is the person who glares at you for accidentally looking at a member of the opposite sex at a restaurant when you\u2019re just scanning the terrain to find the bathroom. This is the person who gives you the cold shoulder when you hold the door open for a member of the opposite sex as you enter a building. This is the person who gets upset when you mention that Michelle Pfeiffer is a hotter Catwoman than Anne Hathaway ever could be. This is the person you eventually dump.<\/p>\n

If your brand can muster the courage to point your prospective and current customers in the direction of other brands, they\u2019ll take note that you weren\u2019t scared or jealous. Subconsciously, they know you have enough confidence in your own stuff that you don\u2019t mind letting them flirt with someone else\u2019s. And they\u2019ll be back, because they know you always:<\/p>\n

3. Give them the best stuff, and they\u2019ll know you\u2019re the resource for\u00a0all\u00a0<\/em>the best stuff.<\/strong><\/p>\n

Whether it\u2019s your product they are devouring or the stuff from the pizza joint down the street, they\u2019ll give you credit for being the one that hooked them up with it. And when they are in the mood for what you have to offer, they\u2019ll remember that you are the purveyor of good things. You\u2019re aware of the other offerings but you\u2019re confident in your own. You\u2019re not just the source of one thing, you\u2019re the resource of many things.<\/p>\n

And by the way, the line at the pizza joint I recommended was pretty long. Guess who came back and had a sandwich?<\/p>\n","protected":false},"excerpt":{"rendered":"

The following is a guest post from Andrew Hanelly.\u00a0 Andrew creates and executes digital strategies for clients at TMG Custom … <\/p>\n

Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":1403,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,4],"tags":[],"class_list":["post-540","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-buzz","category-digital-marketing-and-pr","resize-featured-image"],"_links":{"self":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts\/540","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/comments?post=540"}],"version-history":[{"count":2,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts\/540\/revisions"}],"predecessor-version":[{"id":542,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts\/540\/revisions\/542"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/media\/1403"}],"wp:attachment":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/media?parent=540"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/categories?post=540"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/tags?post=540"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}