Quality marketing not quantity (as ever)
In a way, that’s not so different from ‘brand advertising’ in print. Both methods are all about getting deep into the psyche of the target, giving them a warm feeling about your brand almost without them thinking about it. But content marketing does more. Once you have got someone to download your content you have their contact details, and then the marketing possibilities really explode – as long as you don’t blow it by sending them too much – or just poor quality – content and push them to ‘unsubscribe’. If you’re going to produce content, it needs to be good. It needs to be interesting and relevant. Original and timely. That takes effort. There’s a company called Hubspot that is great at this.
Speaking from personal experience, I’ve downloaded so many useful marketing and copywriting-related booklets from them, it’s unbelievable. Awesome content. Thanks very much! Trouble is, as pure copywriter, I don’t really know what Hubspot does. Yes, I’ve got their name in my head and a fuzzy feeling because they give me free stuff but I’m just freeloading. There’s zero prospect of me ever purchasing from them whatever it is they make or do. At the other extreme, I love checking out company blogs and reading the absolute drivel they churn out behind the rallying cry of “Yay! Content!”. Scroll to the end of each blog and see the number of comments and likes. Zero. It’s not uncommon these days for those stats to no longer appear because frankly they can be embarrassing. (Reminder to self: do not check the stats on this)