Monday, November 17, 2014

Content Marketing Celtic Style

by David Brown



It's a brilliant strategy, but will it work?

 In the wisdom of titles and opening lines for copy writing it is suggested to use original, unique ideas.

Thinking outside of the box and using a Celtic style approach to writing and content marketing is just a starting point. It is a new idea of using patterns in writing that are interconnected like the swirls in a Celtic design.

When we think of Celtic style we mainly think of Celtic art, with circles, swirls, and patterns that are appealing to the eye and are used on almost everything from decorative crosses to tattoos.

How can the creative patterns of Celtic style be used in content marketing? Each piece of effective copy writing can be considered an art form in that it may use images as well as other types of imagery, stories, and combinations of words. It is important that these words can engage and move the reader forward with ideas, concepts, and the possibility of thinking inside of the invisible circle of  content, versus outside of the content box.

A True Story?
The inspiration for this Celtic style approach to copy writing originally occurred during a travel experience,  by a content marketer (CM) who prefers to remain anonymous. In fact, while this CM was hiking in the Swiss Alps (near Arosa), the idea came as a dream in the early hours of a morning that he would never forget. He had a revelation that was a breakthrough in the strategy of content marketing of articles and blogs. It appeared with symbolism that included Celtic designs, spirals and circles, crosses and castle walls. In the vision, the artistic spirals were deployed as a hidden tool in writing copy and content that caused the reading experience to open up new ideas in the mind of the reader who would then share in the dynamic energy of this new vision.

It was only a few days before the vision that the CM was in a vintage bookstore in Zurich, Switzerland. In that store, he saw a hand-copied version of The Book of Kells. The store had one copy that had been bought from a retired Irish landowner who now lived in Zurich and had been passing through the previous Fall. The Book of Kells is known as the most extravagant, elegant, and complexly designed gospel ever printed; how it was created is full of mystery and speculation. Even as a copy, this book seemed to have a magical power that was not easily discerned. It was on the first night that the CM owned the book that he woke up the next morning at exactly 3:33am, right after having a visionary dream; - a dream of The Book of Kells and Celtic Art being a stylistic or inspirational approach to a new twist in content marketing blog topics and copy writing.

This story of the content marketer is fiction, and was intentionally placed in this blog as an example of how interesting stories can engage the reader. Usually, the stories are based on actual experiences. This story is an example of creative license. The title was a hint that there might be some fiction involved.

Now let's consider an actual, true example of a Celtic style approach in content marketing. 

The Use of Poetic Rhyme is Like a Celtic Spiral

I have personally found that when I create a rhyme, or poem in a Facebook post for a business client, and combine it with an engaging photograph, the words have a circular effect in the rhyme, bringing the reader back to the same sound at the end of the phrase. This repetitive and unique approach to Facebook posting has been effective because of the unique use of a rhyme, the original content, and the relationship of the words to the image, the business, and the reader.

While poetry or rhyme is an ancient art form, I have not seen it used that much in business marketing. One example of its usage was the vintage Burma Shave signs that appeared on a highway. Each sign had a verse, which was rhymed with the prior sign.

"Your shaving brush / Has had its day / So why not / Shave the modern way / With / Burma-Shave"
The most popular poetic post to date that I have created on Facebook was combined with an engaging photograph taken by one of the employees of Long's Meat Market - a vintage butcher and business client in Eugene, Oregon. The market specializes in free range and grass fed meats. It evoked over 300 likes, 20 comments, and 49 shares.

Content marketing in Celtic style is an approach that I am exploring and developing as a writer and content marketer. Whether this is a "brilliant strategy" remains to be seen. Creativity comes from the same depths of intuition, inspiration, and original thinking that we all possess to some extent. 

With recent posts such as What to Look for in a Professional Content Marketer by Sonia Simone,  is the pressure on to tap into those depths more frequently, more creatively, and more consistently in order to live up to the designation of Certified Content Marketer?

It is an imperative goal if one wishes to maintain an edge, and to enjoy the creative process and help others. However, pressure is not required to be creative and motivated to help others. It seems that there are always two sides to every question.

On which side of the question are you? 
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Authored by

David Brown

David Brown is an award winning internet marketing consultant and Certified Content Marketer. As owner of Logion Web Design, he has been in the SEO, web design, and content marketing industry since 1999. He is the sole author and publisher of this blog, Likes, Tweets and SEO. He offers consulting, SEO, internet, content, and social media marketing and is accepting qualified accounts for monthly services. His dog's name is Shaman.