Monday, May 8, 2017

Why Michael Brenner Knows the Difference Between Content and Content MARKETING

A lot of influencers, man. A ton. And this is especially the case with content marketing. The regime is so big that not even this could list all the influencers trending in the latest rage of online marketing, from native advertising to social media (only 50 are listed).

That's big. So, needless to say, if you're interested in online marketing, focus on content, but not just any content. There's a difference, so says this rather important guy, Mr. Michael Brenner of the Marketing Insider Group:

Here's What He Says: Written Content Is NOT Content Marketing

Anyone can write an article. In fact, tons of writers have been doing that for generations. It's called
journalism. You write a story, people read it. Content marketing, though, is a whole different beast of various coloring of fur, and you need to know how to tame this beast. Here's the reason why Brenner knows what the difference is -- because, you know, he's an expert. And you should listen to him.

Now brace yourself.... Because this will go against the grain of everything you know regarding online marketing and sales. Sure, you're a brand. You want to make money. You want to sell a product or service. And it's all about the content, but here's the thing --

Your content shouldn't sell anything! Nothing! That's not the point of content according to Brenner. Here's why:

"Content Marketing Is About Attracting an Audience to an EXPERIENCE...."

He said that in his most recently published work about the trends we're seeing in content marketing -- and by default, a major push in the field for success, native advertising -- describing exactly what content marketing really is.

The experience he's referring to is actually a "destination." You want to send your readers somewhere where they will learn something valuable. That place happens to be a specific publisher's site, branded for the purpose of what the article happens to be about. You build it. You optimize it. It serves to gain you more readership, which then promotes your bigger brand, whatever it may be.

For instance: you might be an event management company, and you own a site about catering and food. You have a content marketer who will write really fun pieces about recipes, food trends, and other goodies on that site, and it's designed to draw more of a readership that will be even more interested in your event management company down the road.

That's the purpose of content marketing.

Here's where we go against the grain, though. Get your styptic pencil ready for the nicks.

"STOP Creating Content That SELLS."

Yeah. He said that, too. Now don't get us wrong. A sales page has its purpose. But that is not content marketing. The fact is us marketers create all sorts of content for the boss of a company, and that's fine and dandy. However, these types of content -- sales pages, sales letters, pitches, what have you -- have a specific purpose, and then their "shelf life" runs out pretty fast for good reason.

The content only works for the brand or product it's trying to sell -- which a customer might need, yes, but the content itself if more valuable will sell even more down the road if you structure it correctly.

This isn't anyone's fault, really. When the CEO or marketing director tells you to write a sales letter, you do it. The fact is campaigns pushing for this type of content doesn't last long according to Brenner --

  • Twitter Content Only Really Lasts for 3 Hours Max
  • Facebook Content After 5 Hours Will Only Reach 75% of All Your Views on Social Media
  • Your Average Article Will Only Reach Everyone After 37 Days. After That, It's Null.

Think about it. A sales piece serves only one purpose, and then it's really not used much after that. This is why your typical content campaign for something like that ends up running only for a short period of time, and then it's paused. A lot of affiliate offers run for a segment, and then halts. These are types of content not delivering timeless material. Stuff that's relevant ten years from now. Valuable nuggets of gold.

And, hence, this is why Brenner knows that up to 70% of a company's content ends up unused!

This Is Why Brenner Says Your Content Doesn't Need to Sell -- It Needs to Inform, Entertain, Communicate, Deliver

You're connecting with your potential customer. That's all you're doing. That's all you need to do. The ultimate end goal is reputation management, nourishing the best possible leads, retaining future customers, clients, and maybe even colleagues. Networking. And leveraging social media and native advertising to the fullest, maximizing your ROI and revenue.

See? Now doesn't that feel much better on your face? No more five o'clock shadow. And pretty soon you won't need that pencil anymore.


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