Content Marketing Myth Busted
A great piece of content is like a good friend. A friend answers people’s questions about you. A good friend speaks for your better qualities without overselling you. That’s what a great article does for your business. It’s not a sales person on a screen. Your friends, and your helpful articles, allow people to know you better.
Unfortunately, content marketing disappoints people who want it to open and close the sale, all in one go. Of course your piece must ask people to act. The problem comes when people misunderstand how to use helpful ideas to feed into your sales process. If you want your next article to turn a stranger to a caller after a single visit, you may be suffering from a common Content Marketing Myth:
This graphic shows a common state of confusion about how content marketing works. The left side shows what happens with the mistaken idea that content alone will get calls. People are naturally defensive toward a sales pitch. But often we post our offers as if our words can overcome resistance from the visitor before you’ve build trust. It runs on hope. You post content, and hope people will see it, and hope they call.
What can your most helpful content do? Turn strangers into followers first – and informed prospects second.
The right side shows what happens with a well-designed content strategy. The funnel opens with a call to action. This action is the most likely thing a self-interested prospect would do – such as get some free information by email. Next, follow-up messages continue to offer help. You continue to give access to information with the goal of helping future clients understand their problem and their options better. How do you do this? Through every channel that you and your target client both use.
Well planned content marketing does serve your sales goals – not by selling – but by earning the receiver’s trust and willingness to pay attention to more from you about how you help.
Use content as a means to connect with a self-selected list of followers. Your followers learn your value, and you learn who is interacting with your valuable content. By learning more about who your best visitors are, you can tailor ongoing outreach to identify sales-ready leads and lower defenses enough to have a meaningful conversation.
Do you have good success getting visitors to contact you on the first visit? Do you have a way to tell how often visitors come to your website? Would you like to continue looking at this topic with together? If so, subscribe to the blog and get the next update automatically.