Content Marketing: Selling without Selling

Let’s face it: Consumers know when marketers are trying to sell them something.  If the selling tactics are too obvious, consumers will reject the message.  This rejection becomes even more likely when the messages have no relevance to the listeners.  Who wants marketers to talk at them about irrelevant topics? No one.  We all want them to talk to us about things that matter to us.  So is this possible? Is there really a way for marketers to give us information that might have a place in our lives?

Yes. Yes, there is. It’s called content marketing.

“Okay, so ‘content marketing’ sounds obvious,” you say.  “But what qualifies as ‘content’?” I’m glad you asked.

The content can be a number of things: articles, white papers, webinars, case studies, blogs – the list is endless.  But what makes these content marketing tactics (as opposed to waiting room reading material) is that they present valuable information to consumers with the intent on changing their behavior.  The content also allows marketers to establish their expertise and credibility with consumers.  It is imperative, then, that marketers choose their content wisely.  Would a white paper on nutritional information written by Dunkin’ Donuts make sense? Definitely not.  In fact, I will admit that was an extreme example.  But the point is that marketers not only need to know their own strengths, but also what their audience wants to hear.

The statistics in this article illustrate that content marketing will be a force to be reckoned with in 2014.  The video below does a great job in explaining the proper way to develop a content marketing strategy that will captivate consumers and, ultimately, transform business.