The Secret to Exceptional Content Marketing by @JenKaneCo

by Jennifer Kane | Featured Contributor


An editor once told me, “Jen, you gotta show more than you tell in your writing.”

It’s a tip I wish he’d share with content marketers, too.

A lot of the content marketing you read these days consists of companies telling and telling and telling… all about themselves, all in exactly the same way.

And, a lot of the posts you read about content marketing are the same way.

I aim to change that, right here and now.

First, I’m going to tell you that, in my opinion, exceptional content marketing does three things:

1.    It tells a cohesive story...
2.    With a collection of shareable assets…
3.    In a way that is surprising and memorable.

Now, I’m going to show you what that looks like…

1. Exceptional content marketing tells a cohesive story. Your company’s story is the thread that stitches together your content marketing into a cohesive brand experience.

For this post, my story is a simple one…

Most content marketing is bad because it tells instead of showing. So, I’m going to explain how to make your content marketing better (exceptional, actually) by teaching you how to “show” more. To give you a sense of what “showing” looks like, I’m going to give examples in the post you are reading right now.

2. Exceptional content marketing includes a collection of shareable assets. To extend the reach of a story, try to augment it with additional content assets that support it in different ways and in different mediums.

Ideally, each of these assets can also have a life of its own, separate from (but still connected to) its source material. (Kind of like when you blow a dandelion into the wind to spread its seeds and create new patches of dandelions somewhere else.)

For example, in addition to reading this post, you might also choose to explore (and share) other assets that support this topic, like…

…sharing the (pin-friendly) title image above on Pinterest

…or watching this video with four tips for establishing a consistent voice for your content…



…or reading another post I’ve written on brand storytelling that explores systems for organizing additional content assets.

…or sharing this quote of mine from above…


Thread Quote


These additional assets/resources don’t all simply repeat what I’ve already said.

They are a family of elements that support and tell my story in different ways, using different approaches, words and images.

Together, they tell a richer, more fully realized version of my story and give my audience more ways to engage with my content and share it with their communities.

3. Exceptional content marketing is surprising and memorable. Sure, for my final post in the content series I’ve written for She Owns It, I could have chosen something basic like, “Five Ways Content Marketing provides ROI.”

And maybe you would have even read that post. (Though, I seriously doubt it.) But you wouldn’t likely remember it the next day.

If you want to create exceptional content marketing, you need to set the bar higher.

You need to surprise people. (Heck, you need to surprise yourself.)

For example, in addition to taking an unconventional approach to this topic, I also wrote you a poem* about content marketing, using the dandelion metaphor I mentioned earlier.

(Yeah, I know. A poem! Crazy huh?)

Why? Because I’m pretty sure you’ve never seen a poem about content marketing before.

And, I want you to know that I care so much about you as a reader to have actually made you something, totally original, that no one else will give you.


You see, the “exceptional” thing about exceptional content marketing is how it makes your audience feel.

And that doesn’t require a degree in journalism or a huge budget or a giant pool of authors.

It requires thoughtfulness, effort and guts.

You take that thoughtfulness, effort and guts and infuse them…

•    …into your story
•    …into your supporting assets
•    …into your surprises.

…and you show your audience you care about them.

THAT is the biggest secret to exceptional content marketing.

*I am in no way a professional poet. That was just me being wacky, trying to make a point. So forgive me if it kinda sucks.


Content and Communications Strategist – Jennifer Kane of Kane Consulting – Minneapolis, MN

JenKaneJennifer Kane is an entrepreneur and marketing/communications strategist with more than 15 years of experience working with B2B and B2C companies through her firm, Kane Consulting.

Jennifer conducts training sessions, teaches and speaks nationally on topics related to social media, content marketing, change management and digital communications. Combining humor, tough love and passion, she’s known for giving it to people straight — from the hip and from the heart.

In addition to writing for her own blog, The Social Cyborg, Jennifer is part of the author community at Steamfeed, has guest blogged for BlogWorld and Mark Schaefer’s blog, {GROW} and been syndicated on BlogHer. She is also frequent guest on the Next Stage Business Radio Network podcasts.

Jennifer is mom to one active eight-year-old and two lazy Basset Hounds and manages the “Spinal Fusions Suck” social community on Facebook. In her spare time, she thinks a lot about the zombie apocalypse and the awkwardness of writing about oneself in third person.


Share :


5 Replies to “The Secret to Exceptional Content Marketing by @JenKaneCo”

  1. Ten Types of Content That Make You Look Lame

    […] an image that includes your blog post title in your post header instead of just words […]

  2. Michael Blumfield

    I like the way your poem builds up to the final line of telling the reader … “and blow.” Because, as well all know, the opposite of “to blow” is “to suck.”

    (Yeah, I know there are certain instances in which the two words are used interchangeably — get your mind out of the gutter.)

    1. Jennifer Kane

      Ooo. I like your explanation.

      I wasn’t a big fan of ending with it on the word “blow,” just cause it’s not the prettiest word (and, of course, the gutter problem) 🙂 But sadly, “exhale deeply” just didn’t make as much sense and seemed a little precious.

      The “over thinking words” thing is a big reason why I am not a poet. 😉

  3. Lisa Gerber

    You crack me up and I love your poem, but I’m not a poet either so take the compliment with a grain of salt. 🙂

    1. Jennifer Kane (@JenKaneCo)

      Thank you! Poet or not, I appreciate the compliment nonetheless. 🙂

Join the conversation