Nobody wants to be sold to. That’s probably the case across the board, especially with the new generation. We all want to engage, be part of a mission, but we don’t want to be sold to. This is where content marketing comes in; a new approach that delays a sale but proves to bring in results. This leads us to the question, is content marketing better than outright advertising?
The Hard Sell of the Past
In the pre-internet era people were used to hard-sell tactics, but even then it wasn’t the most effective advertising method. They were all short-term tactics, and your purchase options were limited. You either stood your ground, or you were basically forced to purchase the goods or services that were being advertised.
Over the years, people have developed a good radar for when you’re trying to hard sell to them. Even if they’re interested in the product, they’ll purposely resist it subconsciously sometimes because they know it’s a sale. That’s what traditional advertising was into; introduce a product or service, and push it on you until you purchase it.
Content marketing is very different than advertising. It makes your business more personable and less hard-pressed in trying to make a sale. Content marketing starts with being clear on what you’re selling and why you’re selling it. This way when it comes time to make the sale, your strategy works.
Give them a clear perspective of what you’re doing on a day to day basis. Be transparent and don’t exhaust your efforts in trying to get them to buy something every single time you engage with your them. Ease into the sale by providing your prospects with valuable information before hitting the sell button.
Mission and Vision
Even when you’re not selling, the best way you can relate to someone is by genuinely getting to know them better. For instance, when a friend suggests a product, you are inclined to take their advice because you know them and trust their opinion. That’s essentially the goal with content marketing, you want to become a brand that your audience knows and trusts, not just another business trying to sell them something.
In contrast, putting out advertisements with no value behind them lacks the ability to create a strong connection between your brand and the end user.
Your mission and vision don’t need to be extreme, it can be something:
- very simple, not overly complicated
- not time-consuming
- not too polished
When your vision or mission has the opposite qualities, that’s when it becomes a sale – and your audience will recognize that. People have a high level of awareness when it comes to being sold to, which results in a high level of resistance as well.
Another noteworthy advantage of content marketing is that it’s affordable! With hard advertising, whether it’s through Facebook, Google, etc., it can be effective but it can also be extremely expensive.
In a nutshell, content marketing is, for the most part, cheaper and more effective than paid advertising in the online marketplace.
Jean Ginzburg is a #1 best-selling author, award-winning digital marketing expert and the founder of JeanGinzburg.com. Her passion is helping businesses thrive and achieve their ROI goals with digital marketing. Jean has grown hundreds of businesses, including nuamerous businesses to 7 figure results. She has been featured in Entrepreneur, Inc.com, Forbes and Huff Post.