Separating the Content from the Marketing
Posted by Beth Hrusch on Fri, May 28, 2010
We call it "content marketing" which implies that it's content written specifically to sell something. I think it's time, however, to clarify what that means. Those interested in content marketing may be getting mixed messages about how to write effective marketing content. I can understand why. We talk about how to make content visible for both humans and search engines, but many people still find it difficult to optimize their content without sounding over-optimized and salesy.
I guess part of the problem is the fact that they tend to think that every piece of content they write should have a direct marketing function. So, they give in to the temptation to shove a little marketing message in there. Usually, despite the clever attempt to disguise it as useful content, readers almost always see through it.
Not so terrible, except that the marketing tidbit may have just destroyed the credibility of the rest of the content, and caused the reader to think that he was fooled into reading what is essentially a sales pitch. This damages your reputation and, well, it doesn't exactly establish trust with your target market.
So, given the fact that the "marketing" part of your content may, in fact, be hurting you, you want to start thinking of your content in terms of a reader engagement tool rather than a marketing tool. Content marketing has as its ultimate goal the selling of products and services, but the path to sales is not always a direct one. It goes through the human channel, which as we know is tied into the nurturing of relationships.
If you can make a direct and instant sale through content marketing, that's great. But think of that as a bonus, and write accordingly. This means that you should always just write your content as pure information. The sales pitch is embedded in your authority, your expertise, and your willingness to share what you know.
In other words, you don't need to include marketing messages when your content is so good that people will naturally be drawn to it, trust it, link to it and eventually connect with you as a buyer. This is the way that content works for you as your marketing tool, and how it pays for itself. Not through overt sales pitches or overly optimized text.
Content and marketing don't have to be in conflict! In fact, good content markets quite effectively for you without interference from marketing messages.
Forget "return on investment". Think "return on engagement". After all, you'll ultimately make more money from interested, engaged readers than from disappointed ones.