Content strategy, Fight Club style

by · March 13, 20148 comments

The first rule of Fight Club is you do not talk about Fight Club.

Second rule of Fight Club is you DO NOT talk about Fight Club.

So, for the love of Pete:

The first rule of content marketing is you do not talk solely about yourself.

The second rule of content marketing is you DO NOT talk solely about yourself.

Fight Club is Your BrandIf I could write rule 3, it would go like this:

The third rule of content marketing is to ask yourself what your customer cares about.

If anyone in the room answers “Our Brand!”

Show them Rule 1 & 2

Because your customers spend about 100% less time thinking about your brand than you think they do. #fact.

What happens if you break these rules?

Ignore at your own peril.

Your engagement rates drop like a hammer.

You’ll feel like you’ve been punched in the face.

Your fan count will stagnate.

This stagnation will feel like a kick to the gut.

You fail at content marketing, you get beat up.

By fans.

By leadership.

And trust me, they will look nothing like Brad Pitt shirtless.

You can get up off the mat.

It’s not too late.

It’s possible.

But, you’ll need to get in shape.

You’ll need a steady diet of listening.

Learning what matters.

To her. Or him. Or them.

You’ll listen harder.

Find how what you hear aligns with your brand…

And deliver…


100% of the time.

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About Tracey Parsons

Tracey Parsons

Since 1995, Tracey has been developing digital solutions. Currently SME Digital’s lead strategist, she continues to be dedicated to bringing cutting edge, thoughtful and measurable solutions to marketers. With more than 15 years in digital, Tracey not only brings vision, but the tools and strategies to execute against complex next generation concepts. She has worked with some of the world’s most recognized brands to develop and devise cutting-edge social, mobile and digital marketing practices.

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  • Craig Lindberg

    Tracey, I love the punch and jab style of your writing that synchs with the topic you address in spot on fashion. This post should be poster size in every agency and corporate marketing department…if nothing else the women may like the Pitt pic :-)

    • Tracey Parsons

      Craig, you’ve made my day! This was an experiment for me and I am so grateful it worked for you.

  • Patrick McFadden

    I remember this movie and love the comparison. “The first rule of content marketing is you do not talk solely about yourself. The second rule of content marketing is you DO NOT talk solely about yourself.”

    • Tracey Parsons

      Thanks Patrick! As a massive Chuck Palahniuk fan, I am happy to invoke his spirit at any time.

  • James R. Halloran

    Well, this was a different post for sure! (In a good way!) I like how you mimicked the Fight Club style. Nothing helps drive a point home than by relating it to an all-time classic!

    I remember reading elsewhere about something called the 80/20 rule. 80 percent of what you share should be about someone or something else. The other 20 can be from you. It’s usually a good rule of thumb to go by.

    • Tracey Parsons

      Thanks James. Glad you liked it. I feel like I am far too frequently banging the 80/20 drum and thought I would try something new. Seems like it is speaking to people.

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