We often get asked by our customers to help them create content that is more promotional, or that has a direct product tie-in.
Or as I’ve heard some executives huff, “We are in the business of selling stuff, ya know.”
Stop promoting products in your content marketing for these reasons:
1. Content marketing must help the buyer. In doing so, you help the business.
2. Brands need to think and act like publishers. This means creating content people actually want. Then promote your brand and product “on the edges.”
3. Promotional content simply doesn’t work. We ignore it and have become amazing filters of any content that is trying to sell us something.
4. Customer-focused content attracts readers who read and share the content providing increased reach, conversion, and ROI.
