The rise of content marketing has created a kind of content apartheid in which overtly promotional content is the second class citizen and helpful, non-selling content is the privileged class.
I’m a huge fan of Jay’s ‘Youtility’ approach – it’s clearly the high road to revenue – but I also feel that all content is on the same spectrum and needs to be held to the same standards.
And if you’re marketing a disruptive product or service, hard-sell copy is a hugely important part of your content mix.
If you’re asking prospects to change what they’ve always done for a new way of doing things, you’re going to need to convince them before you can convert them.
With that in mind, Velocity created a Slideshare about content that sells. I’ll let you thumb through it before continuing:
