Image via Wikipedia
With my recent obsession with long distance running, I find myself reading running related blogs and articles.
In the Ultrarunning world, Anton Krupicka is a star. Very down to earth. Very minimalist. He’s also sponsored by New Balance.
Here’s the first paragraph from his latest entry on his Running Times blog:
“One has to be only mildly cynical to accept that shoe company/athlete relationships are primarily motivated by the opportunity to use the association with said athlete in order to sell more shoes. It is a decidedly business relationship, but this certainly does not necessarily mean that it is a negative relationship of sinister exploitation and myopic money-mongering. Rather, my experience has always been one of a mutually favorable agreement between very human equals, not one of faceless mega-corporation whoring out the proletariat runner. Or maybe that is only the case with New Balance.”
There’s nothing deceptive or any evil marketing schemes behind this.
This is what happens to a business when they:
a) Create remarkable products
b) Create human relationships
The best content marketing isn’t your own content.
The best marketing is the kind that spreads a story about your brand or your product, or you – as told by someone else.
