Developing your company’s marketing content takes a special skill that builds trust and positions your brand as an authority while avoiding a sales pitch.
Your company blog is often the flagship of your marketing content efforts. And as the fifth most trusted source of information on the internet, blog posts can influence a consumer to buy your products or services without inherently persuading them that they need it.
By informing your customers about the problems your company solves and creating stories that are authentic in nature, you can provide consumers value without going over the top to sell your audience on your products and services.
Fifteen members of the Forbes Agency Council share several useful tips with business owners and marketers who want to create marketing content that is not “salesy." Here is what they recommend:
1. Write What Your Customer Wants To Read
Do your research to find out what your customers want, how they're talking and what they're engaging with. Dive deep into search trends and social conversations, then let the findings guide you to create content that resonates and is not all about you. For example, if you work for a fitness apparel retailer, you should find out what your consumers are saying about fitness rather than apparel. - Nina Hale, Nina Hale, Inc
2. Answer Top Questions From Your Personas
Creating blog content is not always easy. But a great way to start creating authentic content is to think about what questions your target personas have and how can you help them. By strategically targeting your blog content to focus on helping solve problems, give advice and point people in the right direction, you will make your content authentic, relatable and shareable. - Elyse Flynn Meyer, Prism Global Marketing Solutions
3. Establish Thought Leadership
Content marketing is most effective when it is approached as thought leadership, not blatant self-promotion. Show how much you know about a topic, offer insights, react to the current news/environment and engage in discussions that move a topic forward. If you do this well, your audience will build trust in you and your products and services, all without “selling” them. - Brian Sullivan, Sullivan Branding
Read More: 15 Tips For Creating Marketing Content That Resonates With Customers
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