Lemme guess: Your marketing team convinced you that content marketing is the path forward for your company, and now you’re struggling. So, clearly, content marketing doesn’t work, right? Not so fast.The concept of content marketing has been proven to work. We’ve seen it ourselves here at Scribewise – when a prospective client has consumed our content over time and realized we know what we’re talking about, they often call us. Because we’ve already established trust, there’s no proving left to be done; we’re really just talking to see if and how we can work together efficiently. But that isn’t the way most companies approach what they think is content marketing. The idea of content marketing is to tell a story that your audience agrees with. Importantly, it doesn’t have to be a flowery suck-up everything-is-awesome story. One approach that can work is to take a page from challenger sales – don’t coddle prospects so they feel good about themselves. It’s important to be provocative if you want to change behavior, but you need to be able to back up your argument with facts, examples and testimonials.
Lemme guess: Your marketing team convinced you that content marketing is the path forward for your company, and now you’re struggling. Website traffic hasn’t budged. Social engagement remains flat. And, most importantly, you’re not seeing a positive impact in sales.
So, clearly, content marketing doesn’t work, right?
Not so fast.The concept of content marketing has been proven to work. We’ve seen it ourselves here at Scribewise – when a prospective client has consumed our content over time and realized we know what we’re talking about, they often call us. And then it’s a very advanced conversation. Because we’ve already established trust, there’s no proving left to be done; we’re really just talking to see if and how we can work together efficiently.
But that isn’t the way most companies approach what they think is content marketing. If all of your content consists of promotional sell sheets and webinars that are really just sales pitches, of course no one’s paying attention. You’ve leapt to the bottom of the sales funnel, but you haven’t proven anything to the prospect yet; why should they believe anything you say?
The problem may very well be your marketing department. All their professional lives, they’ve been touting the…
COMMENTS