Kapost Senior Director of Content Marketing Jesse Noyes explains why the most successful content marketers focus on creating rewarding experiences, not just product pitches.
When B2B companies build their content marketing strategies around product-focused content, it reminds Kapost Senior Director of Content Marketing Jesse Noyes of that guy or girl who asks someone to marry them after one date. Rather than generating interest in actually pursuing things further, that approach tends to elicit a very different response: A mad dash to the closest exit.
“Too often, we become so obsessed with selling something that we don’t think about how to approach the buyer, woo them, entertain them, engage them, and make them want to stay with us,” Noyes explains. “Content marketing should be that thing that slows everything down and keeps the focus on creating a really rewarding experience.”
