Understanding what your customers want means putting yourself in their shoes, knowing their problems and offering solutions. Working to first educate your audience goes a long way toward positioning the sell. “When you freely give your audience something so valuable that they’d be willing to pay for it, you build trust — which, ultimately, is your most powerful selling tool,” according to Marketo’s “Definitive Guide to Engaging Content Marketing”
Here are five tips for content marketing when your company’s product or service is intangible, complex or just downright boring.
Companies might think they have to talk about their products and services in their content marketing — they don’t. “They need to focus on the problems that buyers have. They need to focus on the challenges that their customers have. They need to focus on the problems that their products and services can solve. Nobody your cares about your stupid, boring products,” Scott said. “And that’s why content marketers fail, because they insist on focusing on those stupid, boring products. But there’s so many more things that you can do if you can clearly articulate what the challenges are of the people who have the problem that your boring products solve,” said David Meerman Scott, Marketing and Sales Strategist and author of “The New Rules of Marketing & PR” and “Newsjacking”…
