Ok, so this is a site devoted to content marketing ROI and measurement. So, we fully understand that pitching is pretty key to you delivering value. Yet the beauty of content marketing is that you should be always delivering ACTUAL VALUE TO THE READER.
The prime difference between great content marketing and sucky content marketing, is that the former helps & inspires, and the latter pushes and interrupts. Yes, you might not be buying ad space to interrupt your reader, but if they come to your blog or newsletter, and all you are doing is selling…. it ain’t content marketing.
I contend that there is one mistake that practitioners make that keeps them from producing successful content marketing. In fact, it’s one I think we all make at some point in our content marketing journey — and one that some marketers continue to make year after year.
The only topic your content talks about is you — your company, your products, or your services.
Leading your outbound marketing efforts with these types of product-based content is old-school marketing, and it’s no longer very effective at generating demand and revenue growth. Why? Because when you lead with self-promotional content, you’re talking about something that matters to you alone — not what matters to the people in your target audience. Product-based content misses the target during the first 70 percent of the buying process!
Here are some typical examples that indicate “The Mistake” is being made in your organization:
You’ve built your content strategy around convincing your target audience that your specific product is the best one on the market.
You write a “How to Choose” guide that cleverly suggests your product is the best solution.
You conduct a webinar that focuses on highlighting the attributes of your product or firm.
You write an application note detailing how to use your product in that context.
So, carefully let your audience know the difference between your pitch and your content marketing, and save the former for the latter stages of the buying cycle.
More from CMI here.