Successful brands connect with their audiences with meaningful stories.

It's not about showing off how much better you are than the 'other guy.' It's not about spending $1M+ on paid media every single month and proudly celebrating the 'engagement' from clicks.

It's about creating a connection with the audience that makes them want to align with you as a company.

Once they're aligned with your story and what you stand for, the products will sell themselves.

This presentation from Steve Jobs is from 1996/1997 at the beginning of the "Think Different" campaign. His words are as true today as when he said them about 25 years ago.

If you pay attention to nothing else, listen to what he says about Nike. That is your content marketing strategy in a nutshell.