I recently got involved in a Linkedin group discussion about an article that equated content marketing to giving away free stuff. It claimed that a large segment of the population doesn’t place much value on this type of content – blogs, articles, white papers, e-books, etc.
If you want to get the order, the article claimed, you need to do some human selling.
I agree with that last statement. If you just blast content out there, sit back and wait for the sales to start rolling in, you’re in for a rude awakening.
The parts about equating content marketing to some kind of giveaway that a lot of people find irrelevant was pretty much garbage. The article showed a real ignorance about what content marketing is, how it works and the strategy behind it. That’s a topic for another post.
What really bugged me – and disturbed me, quite frankly – is the perceived disconnect between content marketing and the sales process.
Content marketing works best when it’s developed and executed strategically with specific business goals in mind. Good content marketing may not communicate a direct sales pitch, but it’s directly involved with sales.
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