I came across this video from 1997.
It shows Steve Jobs at an internal meeting, explaining Apple’s new marketing strategy to employees.
At 3:14 into the video Steve Jobs says, and I quote:
Marketing is about values.
This is a very complicated world.
It’s a very noisy world.
And, we’re not going to get a chance to get people to remember much about us. No company does. And so we’ve got to be really clear on what we want them to know about us.
Steve Jobs had put his finger on one of the problems with content marketing.
The problem of noise.
It is hard to be heard, considered and remembered in the midst of all the content that is coming out every day.
All the noise.
So, what do you do?
The answer comes later in the video. Steve Jobs says:
Even a great brand needs investment, and caring, if it’s going to retain its relevance and vitality.
And the Apple brand has clearly suffered from neglect in this area in the last few years.
And we need to bring it back.
And the way to do that is not to talk about speeds and feeds.
It’s not to talk about MIPS and Megahertz.
It’s not to talk about why we’re better than Windows.
The way to cut through all the noise, according to Steve Jobs, is to not talk about features, or why your product is better than a competitor’s.
We’re not going to get a chance to get people to remember much about us. No company does. And so we’ve got to be really clear on what we want them to know about us.
Steve Jobs explains in the video that the most important thing to tell people about Apple is its values, to answer the question: What does Apple really stand for.