Content Marketing – Enough About Me!
Posted by Beth Hrusch on Sun, Jul 19, 2009
"Frankly, my dear, I don't give a damn."
-Rhett Butler
So, you've decided to try content marketing. By now, you know that your content needs to be useful and informative. So far, so good. But wait. What's this? Paragraph after paragraph describing how great you think your product is, how it's the best thing out there and how people really should buy it. Followed by a handy "buy it now!" button. Oops. Looks like someone skipped the class on "How to Engage Your Readers", also known as "Content Marketing 101".
The temptation to talk about your product or service is indeed a strong one. The temptation to talk about yourself and your own thoughts and opinions is perhaps even stronger. We've all been there, brother. The question is, does anyone, much less your target market, really want to read that stuff?
Well, maybe, maybe not. But I wouldn't bet on it. Most people want you to address their problems and concerns. Read my lips: It's why they got on the Internet in the first place! A recent study by TopRank indicates that 75% of people on the Internet use search engines with the intention of buying a product. But, they don't want to make a purchasing decision until they first have information.
Ah! So that's why they ended up on your page!
Yes, it's true. Consumers aren't going to sit through anything that will not help them solve their problems or assist them in making a decision. I guess you might say that they just don't give a damn. Don't get me wrong. They are very nice people in general. They just can't be bothered with nonsense.
So write for your readers. Tell them how your product or service can benefit them. It is a foundation of good SEO content marketing.
Of course, if you don't care about establishing long-term relationships with your potential customers, by all means, continue to talk about yourself. People will politely listen for about 10 seconds, then start to edge away until they have stealthily escaped. This is worse than embarrassing- it actually kills sales.
That's my opinion. But enough about me. What do you have to say about it?