What the Ad Blocking Trend Means for Your Content Marketing

A couple weeks ago, I talked about why content marketing is so important for your business.  This week, I want to go into a bit of depth as to what ad blocking is telling you about your content marketing.

1. Your articles and posts should not even resemble ads!
The number one most important thing you should learn from the ad blocking trend is not to make your content marketing look like ads! Consumers are pretty savvy. They know clickbait when they see it and they can feel ads clothed in information on the information highway.  So, make sure to give your readers the valuable information or entertainment they crave without making them feel like they’re being sold!

The idea of content marketing is to give value such that the consumer trusts your company and wishes to reciprocate when it comes time to buy.  The task is to make them feel so indebted to you that they not only think of you first when they are ready to purchase but feel bad about looking anywhere else to fill their need.

2. So what do you put in there and how do you get leads?
What you write about will, of course, depend upon your audience. Do your potential customers need to know something about your industry that affects them?  Do they want to learn how to do something related to your industry? Are they looking to be entertained? See a need and fill it.  More specifically, see a “want” and fill it.   

I said this on a Facebook women’s business group and got some flack for it, but after years of being in sales and owning my own businesses, I can tell you that it’s true.  People buy what they want and not necessarily what they need.  There are those who will not buy something even though they need it and others that will buy what they want even if they can’t really afford it. 

The flack I took for that was the concept that this thinking is bad for people and takes advantage of them.  I disagree.  Taking advantage of people is almost forcing them to buy something they don’t need or can’t afford by means of trickery or deceit.  Recognizing that people will buy wants and not necessarily needs is smart business.  If you know that most people who need something won’t buy it, you probably shouldn’t sell it.  If you recognize that your customers want X with their Y, then you’d better make sure your Xs have Ys!

3. Give value!
I cannot emphasize this enough.  GIVE VALUE!  If your potential customers want to be entertained, entertain them!  If they’d appreciate knowing something, share it. If they want to be the first to have something, let them know.  Whatever it is they value that will help your company reach its goals, make sure you know about it and are actively giving it to them.  

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Does your blog need a personality?

Blah blah blah…

That’s what your customers will think when they read a dry post every once in a while whenever you get around to writing it.

Your blog is an extension of your business!  It should function as a sales rep for your company, one who takes the time to bring prospective clients the information they need until they know they need your services.

Unfortunately, most blogs (or rather, blahgs) bore the reader to tears until he clicks off your site.  To be top of mind, you need to give your customers value, so they keep coming back to your site until they know they need YOUR products.

But it’s not only the value you bring to your reader; it’s the experience they have while reading your company’s blog.  Ideally, your blog article should inform in a way that brings a smile to your reader’s face.  For that to happen, you need to give your blog a little personality.

The words you use, images you share, and stories you tell should all reflect your business and your customer’s expectations.  Here are a few examples:

1. Humor
Life can be a solemn road filled with financial issues, health problems, and loss.  Tragedy can bring doom and gloom to your customer who is looking for a reason to feel good again.  If your product/service and ideal customer works for this approach, it can be such fun!

2. Integrity
Honesty and integrity may be something lacking in your industry. Taking on this characteristic may be a fresh perspective for your blog. It can draw in customers who are tired of being treated with sleazy sales pitches and tired slogans.

3. News
Some people are looking to be the first to know. If you can deliver your industry’s news items, they’ll come back again and again.  And they’ll be more likely to share your posts to inform their friends and be counted as the first in the know.

There are many others, but you get the idea.  Pick a personality for your blog and write from that perspective.  And if you don’t have time, call me!

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