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Sep 11 Posted 1 year 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.