Why Informative Content Will Make You Think Content Marketing Doesn’t Work

Why Informative Content Will Make You Think Content Marketing Doesn’t Work

Reader Comments (17)

  1. I like it Stefanie. It seems the difference between content and content marketing is clarity. If you get clear, you’ll be OK with critics, targeting specific readers and being short and punchy when need be. Fear not being clear. Folks comment how I tend to be bold with my writing. Is there another way? Be clear. Make your point. Write with conviction and clarity. Build a content marketing campaign.

    Ryan

  2. This is a clarifying article, Stefanie. Content Marketing builds relationships, it builds an audience.

    One thing that holds me back is thinking I have to cover a unique, never before discussed topic. However, since the point of my content marketing is to build know/like/trust, just adding my own angle onto a topic is enough to make it unique

    • Absolutely. Almost none of us cover really new topics, but how you think about and talk about it is something that can stand out. (Plus, I bet someone who reads Copyblogger would also love to read what Hashim Warren had to say on the same themes and topics …).

      Content is almost never zero-sum. 🙂

  3. This really made me think about what I am doing on my own blog. As I read your post, I swear I saw a light bulb or two go on over my head! I am walking away with fresh ideas to bring to my own work! Thanks so much!

  4. Love this one, Stefanie!

    You are so right with this. Content and content marketing are different.

    I have been brainstorming on content marketing lately, and just content in general. I just had a great breakthrough right now – as I was reading your article here I’ve realized the powerful difference.

    Sometimes we do forget to be ourselves and just speak with a genuine voice to the people we want to attract – and so concerned with the criticism we lose creativity. It has happened to me, and now I am finding my way back into the art of content and writing.

    Thank you so much for sharing this! This was what I needed to improve my content creation skills! I can’t thank you enough, Stefanie, really! 🙂

    Best regards! 😀

  5. Hi Stefanie,

    Thanks for giving a clear idea about the difference between content and content marketing and changing my thinking that both are same.

    This is really a very helpful article to improve content writing skills.

  6. I think one thing that stops people from writing effective Content Marketing is that they don’t want to sound like salespeople. So, they stop at the Content part and never get to the Marketing part. And no, that doesn’t just mean tacking a Call To Action on at the end. It’s all about the mindset.

    Also, love the Bob Dylan! I used to sing that when I repaired copy machines for a living. Every… single… day…

    • It does seem like a fitting song for the task! 😉

      Great observation about writers not wanting to sound like salespeople.

      I like to think the best (most effective) salespeople don’t “sound like salespeople.” It goes back to art and creativity coming into play. 🙂

  7. I always thought I had to be neutral, and professional, etc. etc., and then I started putting my own opinions into blog posts and definitely saw the social shares go up. I even got invited onto a podcast because I was “clearly someone who doesn’t mind saying something controversial”. So I think the point about not trying to appeal to everyone is super important.

  8. I think the extent of the challenge depends upon what you are trying to sell. If it’s ball point pens or widgets, can one realistically expect to develop a relationship with customers over such a utilitarian product? You could do some creative ads but blogging about less-than-inspiring products is a real stretch.

    • What is or isn’t inspiring is a judgment. Professional writers view every topic as a creative challenge — whether it’s virtual reality or gym socks. Blogging is even more of an opportunity to connect when other content about a topic is dry because someone deemed it uninspiring.

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