As the founder of a content marketing agency with 10 years in the game, I’ve worked with a lot of brands. But too often I’ve found that their understanding of “content marketing” is shortsighted. They want an infographic for their blog or a video for their landing page because when they think of content marketing, they focus on the single piece of content that will drive more sales.
When these clients kick off an engagement with this immediate sales focus, I encourage them to take a breath and look at their long-term goal.
The reality is there’s no silver bullet in content marketing. Content marketing is all about playing the slow game. It’s about creating content that starts a conversation, which will transition into sales down the road. It’s not selling out of the gate.
If you’re marketing through content, you can’t achieve popularity with your content and tell your sales stories at the same time. Why? Because you run the risk of diluting your message.
You have to choose one or the other: You either market your stories or you sell your products.
So, What Is Marketing Content?
One word: charm. Marketing content is about charming people. In fact, good marketing content will charm people to the point where convincing them to buy is easy.
Marketing content is about attracting people to whatever you’re selling and the kind of company you’re building. The content people love to share (and that journalists love to write about) is not the content that says how great you are. Rather, it’s the content that speaks to your customer’s pain points and speaks to your “why” or your values.
People want to work with people that they know, like and trust. But it’s hard to establish trust or affinity with someone when you’re also trying to sell them something. That’s why your marketing content needs to make the best impression – not be an immediate turnoff.
OK, Then What Is Sales Content?
One word: convince. Sales content is about convincing people that you’re the best brand to work with, your products and services are right for them, and your…
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