“Yes, actually logical Edwin, if I have an earache I do not find the medical term or the names of medicines, but just a headache.” Beautifully I always find that if a non-marketer first hear what content marketing means.
Because after the ‘aha’ moment ‘they often come with a sample that is more effective than I could have imagined it myself. Non-marketers make that switch very fast, I notice – much faster than marketers – for the simple reason that they do not have the ‘ballast’ marketers, advertising reflex: I’m a marketer, so I advertise. Or as the Romans used to say: Marketus Advertus. No, of course not. Said But if you back ‘native advertising’ looks at the principle, you come to that conclusion.
Bullshit filters for mortgages
“You have to realize what legal risks you run. As a content marketer” I was at a conference on content marketing, and I fell from one surprise to another. Content Marketing in almost every presentation seen as “your ad in a content package. As an example of content marketing was a lawyer called the extra section in newspapers, in which a particular theme (eg mortgages) is treated, but where it is unclear who the “real writer” is.
Personally, I always throw them away immediately, because I know which direction in which signatures: that of the sponsor. Well of course I’m obsessed with food as very familiar with this type of marketing, but I notice that the bullshit filters for non-marketers nowadays well developed and that they commerce a mile away already see it coming. People smell your hidden sales pitch, and it irritates them. Research shows that they even prefer to see a banner ad than this fake content. And so the hype of ‘native advertising’ will also be punctured quite quickly.
The disguised advertisement
What strikes me is that lately I see a lot of articles passing by which all sorts of strange fears and risks are discussed around these ‘reclamische’ content marketing, with the tenor: “Beware marketer, you do not fall by the wayside.” What strikes me is always that premise: we marketers want anyway lost our message and if they do not want to see our banners, we try other devious methods to push our message down their throats.
As native advertising, “a modern take on the old ‘advertorial’, an advertisement disguised as an independent article. Apparently we find marketers’ native advertising “the best form of advertising there is: to read an independent article people think but actually read an ad. And we then hope no one finds out it is an ad.
We think that this is “the best thing we can ‘in marketing, has everything to do with that assumption: I’m a marketer, so I advertise. But I think the lesson of content marketing that you just by ‘Brutally Honest’ sharing your knowledge – and therefore no sales pitch – not just high advertising cost saving, but also are much more effective. And much, um, honest.
Pools Seller Marcus Sheridan has gone this way from 2,000 to 320,000 site visitors per month: by failing to draw, pools central but the needs of the seeker, he has become the largest online pool salesman in the world. As for the subjects of his blogs he mentions in this article clear the 5 most searched topics: What does your product, problems with your product, your product comparisons of alternatives, review of your product and the best products.
What stands out? All subjects in the classic marketing and sales just avoided, especially in large companies. I should be the first newspaper section about mortgages yet to come when fair comparisons are made and problems with mortgages are discussed. The government banks, but eventually obliged to say in advertising: “Please note that borrowing money costs money”. Pity.
The ballast of classical marketing
So it is the non-marketer who understands the quickest which direction: that of ‘Brutally Honest’ content marketing. And it is the marketer who most difficulty with understanding. We must comply with the marketing knowledge we have learned and ignore change in thinking. No native advertising ‘so, but make sure that you will be found when someone types’ headache’. Or what need whatsoever that satisfies your product with customers in their language. Headache so, not even a headache.
When I was last year an Arab company helped with content marketing it occurred to me that they do not even have to ‘detoxify’ advertising, they got straight into the ‘good’ marketing. Apparently Arabs do not have the ballast of traditional marketing because they have never done much marketing, they do not have to unlearn. The dialectics of lead called.
No advertisement but teaching materials
Just a matter of letting go So, forget everything. Do just like you’ve never learned, marketing or in any case if there are more ways to communicate with the people in the market than with ads, or ads wrapped in content. It all costly and counterproductive. Of course you can talk about your company and your product, but as part of “materials”: good content has a lesson for the reader and your brand may best be taken, as I expanded (not yet finished) my book in the course material describe. So if you sell drugs for headache, you write a blog with all sorts of tips to do that your medicine is one. Something against ‘headache’ You make fair comparisons, honesty is the best policy after all content in the country.
The future belongs to the drug company that really the headache of customer-centric and not her medication. Companies that can show. Advertising reflex release The fate of the business is linked to that of the seeker, if we do not help them find, we track some do not survive. The seeker decides who can stay.
What actually helps fight off a headache?