Sep 11 Posted 2 years ago
Steve, while I love your stuff and think you are one of the smartest guys around, this is not a black or white argument. The point is that sales are and should be the ultimate goal of brand and relationship building.
If you are trying to say doing a hard sell all the time is wrong, then I agree. But, others and I do not read your article that way.
It is marketing's job to drive sales. Brand building and relationship building are 2 of many important ways marketers can do this as buyers go through the funnel or buyer’s journey.
Great or even good content sells by doing just that – building the brand, creating relationships and getting customers to go from conversation to commerce. I personally have dozens of examples from my own work as well as tens of thousands of others from around the Web I can show you where brands:
- Engaged with their markets (both B2B and B2C) with content
- Educated, informed and drove brand perceptions without selling at all
- All while using the content to track traffic, offer codes, leads and increased sales
My personal favorite (this week anyway) is about the guy in Virginia who created a 30-page eBook on Pools and saw his sales skyrocket: see it here. It is well worth the read and there is little or no selling in his overall approach.
This is what great content marketing is: providing relevant content that gets consumers or businesses to engage, think and act to drive business goals.
January 12, 2016An exclusive, live webinar from Social Media Today January 12th at 12pm EST / 9am PST Description coming soon.
December 15, 2015An exclusive, live webinar on December 15th at 12pm ET/9am PT It’s easy to let the holiday season bog your organization down in the influx of...
September 08, 2015Find out how today’s top marketers are using social display to build brand love and grow business. Download “The Pursuit of Social Persuasi...
September 03, 2015The Social Customer Service Index 2015Measuring Use and Effectiveness of Social Media Tools for Customer Service An exclusive whitepaper bro...