When was the last time you clicked on a link because the title was interesting and you thought the content would be helpful?
When was the last time that you found the content was not only NOT helpful but actually a thinly veiled attempt at advertising?
UGH!
ALL CONTENT IS NOT CREATED EQUAL
With content marketing being all the rage with agencies, corporations, small businesses and everyone in between it seems everyone is jumping on the bandwagon these days. Unfortunately many people and companies see it as yet another way to spew sales copy at us – just slightly disguised – like a wolf in sheeps’ clothing.
GREAT content marketing is: Sharing content that informs, helps and guides people to a solution to their problems. When they read it they share it with their friends because they think their friends will like it. And so on and so on…
CRAPPY content marketing (I hate to even use the term “content marketing” for this, but it makes a point) is: Starting a LinkedIn discussion about “Share your biggest marketing problem” and then rather than having (god forbid) a discussion – using the responses as sales leads. It’s that “interview” with a sales and marketing expert where all he does is talk about (and link to) his next course and products you should buy. It’s the “online resource site” that isn’t really a database of knowledge but a list of links to sales pitches.
WE’RE NOT STUPID
ALL BUSINESSES NEED TO SELL TO SURVIVE! Don’t get me wrong. I’m not saying you should just share content, sing songs and give money away without making money. BUT… If you’re going to “do” content marketing, give us great content. If you’re going to engage in a sales strategy involving social media: Call it for what it is, let us know you want us to buy something and if we’re interested we’ll buy. If you’re going to create a traditional marketing program – create one, get us interested in your company and convert us to clients if we want to be.
One example of this is “Advertorials”. That’s when I company or a person pays to have an interview with them put online (or they volunteer to do an interview but only talk about them, them, them and why you need to buy from them or give money to them). The way to do this with integrity: When a paid advertorial/piece of content is posted let us know. They tell us in the article (or before or after) that it’s a paid placement. That’s all it takes to maintain integrity.
Remember: An interview (for content) is NOT an infomercial (for sales)
Let us know what we’re getting into when we read it and before we share it. We’re not stupid.
AVOID THESE COMMON MISTAKES & CREATE GREAT CONTENT
One way content marketing often goes sideways (both intentionally and unintentionally) is when interviews (or profiles, biographies, etc) are posted online. If you want to post interviews (or be interviewed) for REAL content marketing…
DON’T:
- Just talk about yourself, your company and how great you are.
- Just talk about 20-mile high topics and pie in the sky euphanisms.
DO:
- Share your experiences for readers to glean help from. Be real, share your mistakes, tell us what you learned and how we can avoid making the same mistakes.
- Show us. “Walk the walk” of being an expert by giving advice we can use.
Here are a couple litmus tests for great content (ask yourself these questions before posting):
- Are there specific takeaways for your audience in the article?
- Can you succinctly write them out in bullet pointed lists that will help people grow their careers and build their businesses?
Ok. Rant over. I hope this helps you create some amazing content!
What kind of bad or disguised content marketing have you come across recently?
