Not Your Mother’s Approach to Content Marketing
Posted by Beth Hrusch on Wed, Feb 17, 2010
Yes, also known as "Because I said so" marketing. Did it work for you as a kid? 
No? Well, it doesn't work for your customers, either.
Content marketing has as its ultimate purpose the selling of a product or service. But, it doesn't work because it tells you so. It works because, when done right, it clearly explains benefits. In a previous post I mentioned the power of persuasive copy. One of the elements of persuasive copy is providing explanation.
When you give a good reason for why you think your readers should either a.) buy from you or b.) believe what you say, you become more credible. Your readers are, most likely, big boys and girls who can think for themselves, and they're sure to see through vaguities (is that a word?) and unsubstantiated claims.
The best approach to content marketing is the clear and honest one. Regardless of the content type or mode of distribution, keep things straightforward. Offer your information with a healthy dose of reasons and explanations and back them up with facts and statistics whenever possible. If you don't have statistics tell stories or give examples.
I came across a blog the other day where the author was explaining why anyone launching an email campaign should be sure to include some emails that don't contain purely promotional material. Maybe just some interesting and useful information now and then. Otherwise people will think you're spamming them with a lot of "buy now!" and unsubscribe. And yes, this does sound like good content marketing, doesn't it?
Why did I believe her? Because she offered a personal experience and a specific example to back up her assertion. It wasn't just a theory or a thought. It happened to her, and it led to her revelation. It could happen to any of us, and is thus authentic.
So, when you stop telling people what to do and start telling them why you think it's a good idea, you're getting somewhere. Your readers like to make up their own minds-- they just want you to give them the information they need to do it.
Don't get me wrong, I love my mom as much as the next guy. But when it comes to content marketing she had it all wrong.
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