Content Marketing Delivers
Posted on 25. Sep, 2010 by Tony Wanless in Content
Marketing ace Chris Brogan in a series of posts highlighting marketing tools took on content marketing recently.
Brogan says content marketing will better “shake the tree” of prospects because it’s honest, informative, and often entertaining.
“Why spend spend time, money, and creative effort making fake, glossy, slick pieces of marketing material?” he asks.
“Let’s say your goal is lead generation. A good chunk of marketing effort and attention seems to be shifting in this direction, especially for products and services with a complex sell. In a traditional approach, you might work very hard on explaining just why your product is the best tool for a certain job. But what if, instead, you wrote up some really great suggestions for how one might do that certain job better, with or without your product, and then made a very simple link back to whatever your product offer might be? Which would offer more value to your prospective customer?
And there you have it. That’s a pretty good description of what content marketing is all about.
Instead of pushing your product or service on people, invite them to have a conversation on a subject that’s close to their heart.
Talk WITH them, not TO them.
