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 feem xyuam rau qhov muag ntawm lawv cov khoom lossis kev pabcuam. Ugh. Yuav ua li cas ib tug tiag tiag disastrous cov tswv yim. Yog hais tias lub hom phiaj ntawm txhua daim ntawm koj cov ntsiab lus yog muag ib yam dab tsi, koj kuj yuav cia li kaw lub blog thiab yuav cov ntawv tshaj tawm.
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 txhua txhua 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 - lawv lub kaw lus ua haujlwm tsis txaus ntseeg ntawm kev sau cov ntawv thov cov lus pom zoo thiab pom zoo nrog cov neeg siv khoom, cia cov lus pom, kab xim liab thiab kos npe digital. Yog tias txhua yam lawv tau sau hais txog yog lawv cov haujlwm txhua hnub, tsis muaj leej twg tuaj rau lawv lub xaib. Txawm li cas los xij, lawv sau cov lus txaus nyiam uas muab txiaj ntsig rau cov thawj coj kev muag khoom uas rov ua dua thiab nyeem lawv cov ntsiab lus.
- 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 Conspire 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.
- Txoj Cai Ntawm Kev Sib Koom Tes - lawv muag kev lag luam automation software… tab sis lawv cov blog hais lus rau cov neeg siv khoom hauv lub neej, yuav cov khoom lag luam, cov nqi ntawm cov neeg siv khoom, kev tuav cov qhua thiab lwm yam teeb meem loj hauv qhov chaw. Thaum lawv cov neeg sib tw yeej ib txwm hais txog kev coj ntau nyob rau sab saum toj ntawm kev lom zem, Right On Sib Koom Tes siv txoj kev sib txawv - piav qhia txog yuav ua li cas thiaj nrhiav tau cov neeg siv khoom muaj txiaj ntsig zoo dua thiab yuav muaj lub hwj chim nyob nrog koj lub tuam txhab los ua kom tau qhov rov qab los ntawm kev nqis peev.
- Angie Cov Npe – 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 muag 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.
Thaum koj ua tiav qhov no, koj cov ntsiab lus muag.
Disclosure: Cov tuam txhab teev saud yog txhua tus neeg ntawm peb.