Creating Balance in Content Marketing

Content Marketing is defined by me as using communication to further your product by providing value to your community. It's ok to 'subtly sell' however there's a delicate line. I think of it as a panting dog. You know type, you can feel that a sales rep needs to make a sales goal or earn a commission and is just not going to let you walk out of the door.

It takes courage to let your content sell. It takes courage to share information you know you should be charging for.

Let me help you to look at content marketing in a new way. Consider that it is relationship building. Relationships are built on trust and have a delicate balance. When you give away valuable information you are trusting that your audience  will use it properly. You are trusting that when the time is right, and when you ask in an inviting and engaging way, the customer will buy from you. You take the risk that they may not.

How do you build that courage? Know your value and know your audience. If you are truly building a sound relationship with your audience it is highly unlikely your target customer will buy from someone else. 

As you continue to give valuable information away you are building a relationship, a partnership so to speak. In our fluid world of constant change there is a pretty high likelihood something may not go perfectly. If your audience is engaged, they know it was a blip and you'll fix it.

These are the kinds  of customers you want, partners that are in for the long haul. Invest in your relationships by having the courage to use content marketing wisely. As you start building and sustaining a solid customer base, it won't feel courageous anymore, it'll seem smart --  because it is.