Core Challenge of Content Marketing

Challenge of Content Marketing

Core Challenge of Content Marketing.
Most blog posts suffer from the same problem: they feel like content marketing. The reader is never allowed to forget that what they’re reading is, first and foremost, a marketing asset.

We came across a great post titled “The Four Forces of Bad Content“, of which the following is just a snapshot.

The core challenge of content marketing is making sales easier without alienating the reader by obviously selling to them. Attempts to reconcile these two goals often lead to helpful articles becoming undermined by product calls-to-action and thinly veiled sales pitches in places where they don’t belong:

There’s the “product shotgun” strategy where CTAs are blasted into every inch of available whitespace: after the fold, before the conclusion, between paragraphs. This is unpleasant but obvious—like a salesman with a foot in the door, it’s easy to recognize their unwelcome effort and say “no.”

There’s the bait-and-switch “I’m 800-words in and forgot to mention the product” approach, where the final paragraph is given over to a grotesque and unsubtle product showcase, souring the reader’s final moments with your article.

There’s the insidious “undercover agent” tactic, where the writer talks about their product in the abstract (like the example sentence above), believing that the reader won’t realize they’re being sold to.

But readers are smart. They don’t like being sold to, and they especially dislike being lied to. But it doesn’t need to be so adversarial.

Write About the Problems Your Product Solves, Not the Product
When an article bludgeons the reader with the features and benefits of a product, it feels like you’re being sold. But when the article helps you solve hard problems in a new way, and the product naturally emerges as the conduit for pursuing that new way, then the idea to try the product is effectively “incepted” into your brain. You want to try the product, and you feel like you arrived at the decision under your own steam.

Read the complete article.

Photography and Business

Photography and Business: A Comprehensive Guide

Photography and Business: A Comprehensive Guide Photography, once a hobby or art form, has evolved into a significant business venture in the digital age. The convergence of technology, social media, and visual storytelling has transformed photography into a lucrative profession. This guide delves into the multifaceted relationship between photography and business, offering insights into how […]

Read More
Digital Marketing and Search Engine Optimisation (SEO)

Now Is Not the Time to Hide Your Business Away

Now Is Not the Time to Hide Away Improve your online presence – Plan for the future – Boost your website. Do you want your website to show up at the top of search engine results? Why, over 90% of adults who use the Internet rely on search engines. Our organic search marketing services will […]

Read More
Small Business

Starting a Small Business in the Tech Industry

Starting a Small Business in the Tech Industry Starting a business in the tech industry is an exciting and potentially lucrative venture. For those starting a small business, the right technology can help make operations more efficient, effective, and set you up for long-term success. Join us as we explore the hardware, software, cybersecurity platforms, […]

Read More