Ang Pagbebenta SA Nilalaman ay hindi Pagbebenta SA Nilalaman

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In speaking with a company that produces great content, they discussed that some of the content ideas that they ran up the flagpole had been denied because the content didn’t directly impluwensyahan ang benta ng kanilang mga produkto o serbisyo. Ugh Ano ang isang ganap na mapaminsalang diskarte sa nilalaman. Kung ang layunin ng bawat piraso ng iyong nilalaman ay magbenta ng isang bagay, maaari mo ring i-shut down ang blog at bumili ng mga ad.

Don’t get me wrong – some people out there are absolutely looking for the product or service that will help them fix a problem and you better have content that drives them to a sale. But if bawat piece of content is trying to drive them to a sale, you’re not providing any value to your audience.

I’ll provide some examples:

  • TinderBox - Awtomatiko ng kanilang system ang nakakapagod na gawain ng pagsusulat ng mga naka-customize na panukala at kasunduan sa mga kliyente, na pinapayagan ang mga komento, red-lining at digital na lagda. Kung ang isinulat lamang nila tungkol sa kanilang mga tampok araw-araw, walang sinuman ang pupunta sa kanilang site. Gayunpaman, nagsusulat sila ng mga kamangha-manghang artikulo na nagbibigay ng halaga sa mga namumuno sa pagbebenta na paulit-ulit na bumalik upang basahin ang kanilang nilalaman.
  • Mindjet – their platform allows for ideation, collaboration, mind-mapping and even task management. Their site doesn’t spell out every day how easy their product is to make a mindmap, their Magsabwatan ng blog shares incredible content on innovation and its impact in the workplace. It’s one of the top resources for ideation and innovation on the Internet.
  • Kanan Sa Interactive - Nagbebenta sila ng software ng automation ng marketing ... ngunit ang kanilang blog ay nagsasalita sa lifecycle ng customer, cycle ng pagbili, halaga ng customer, pagpapanatili ng customer at iba pang malalaking isyu sa kalawakan. Habang ang kanilang mga kakumpitensya ay palaging nagbabalita tungkol sa maraming mga lead sa tuktok ng funnel, ang Right On Interactive ay naglalapat ng ibang diskarte - na nagpapaliwanag kung paano makahanap ng mga customer na mas mahalaga at mananatiling kapangyarihan sa iyong kumpanya upang ma-maximize ang return on investment.
  • Listahan ng Angie – supplies in-depth reviews of service providers that are trusted because they’re not anonymous and the company works to mediate and ensure quality services experiences for their subscribers. But their site provides a ton of information about the industries, do-it-yourself advice for folks, and solid counsel for people who are researching that next purchase decision. They’re not selling subscriptions with their content, they’re extending the trust that consumers have in them and providing value beyond the reviews.

As the reader reads the articles, they begin to accept that the company understands their challenges and frustrations. Through the content, the reader gets additional value from the company, builds trust with the company AND, ultimately, the chances of becoming a customer are increased greatly. The objective of the majority of content isn’t to immediately ibenta the person, it’s to show them your expertise in their field, to show them your authority, your leadership, and to provide more value than just buying the product or service.

Kapag nakamit mo ito, nagbebenta ang iyong nilalaman.

Pagsisiwalat: Ang mga kumpanya na nakalista sa itaas ay pawang mga kliyente namin.

Ano sa tingin ninyo?

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