|Great related post by Eric Witlake|
Wrong. It's hard to be really effective with content marketing. When I say 'really effective', I mean that you are developing informative content the people in your target audience can/will use to better their situation regardless of what you're selling. It's helpful and there are no strings attached.
Here are some examples of content marketing that sucks:
- Your new application note pretending to be about technology in your industry just happens to wrap up by saying that your firm's specific technology is the best choice. Your audience isn't dumb and you're not that clever. It's only a brochure and your content marketing program just lost credibility.
- Your new video shows how to install a piece of equipment. Surprise, the video features your own equipment and is really just an instruction video. Not much help to the viewer unless they've already bought your stuff.
- Your new white paper talks about a specific technology that only you offer. Again, just another brochure.
- Your blog post talks about the features of a new gadget that your firm just launched. Don't even think about trying to pass this off as 'content'.
- Your webinar content is all about how to do something in a particular application ... with your widget.