“Build an audience and sell them stuff”.
Succinct and definitive.
This seems to be the root of all we do as content marketers. Yet as we see content marketing trending as a topic in Google trends and affiliate marketing declining, I can’t help but worry that the focus will shift from evergreen, useful content, to another keyword crammed selling fest.
Don’t get me wrong, our prime focus as marketers is driving sales. Yet old habits raise the thought – could we just regurgitate the news with a link to products? Traditionally we would tell them how to deal with this month’s flittering focus on #horsemeat (UK in joke as we worry about our processed burger supply chain).
Could we do this without thinking what has sustainable, long-term, bottom line impact for their organisation?
A colleague shared a great quote today which focused this ‘In content marketing, give and you will receive’ ~ @mbakkes.
I would adjust it ever so slightly:
“Give away Valuable content and you receive value”