Content Marketing

The Message Produces Results

iStock 000004792809XSmall1

When we’re marketing, a lot of times, we think solely about the results. I want to convert this many prospects, we want people to be aware of Product X, I want this many retweets/shares, etc. Don’t get me wrong, it is definitely important to track these things in order to know if our marketing message are working. However, I have found that when I haven’t had a specific purpose in my marketing messages, I have had the most engagement or results.

Think about it: have you written a post that was more like a rant or an opinion-based blog as opposed to “10 Steps on How to Optimize Your Blog”? What was the feedback/engagement level on that post? I am willing to bet that it was a bit more than the standard “value-add” post about inserting meta tags.

Next time you have something to say that might be more opinion-based than value-add, write it. Give your opinion. Even if people don’t agree, you can still start a meaningful conversation that people will enjoy and share.

 

Jenn Lisak Golding

Jenn Lisak Golding is President and CEO of Sapphire Strategy, a digital agency that blends rich data with experienced-back intuition to help B2B brands win more customers and multiply their marketing ROI. An award-winning strategist, Jenn developed the Sapphire Lifecycle Model: an evidence-based audit tool and blueprint for high-performing marketing… More »
Back to top button
Close

Adblock Detected

We rely on ads and sponsorships to keep Martech Zone free. Please consider disabling your ad blocker—or support us with an affordable, ad-free annual membership ($10 US):

Sign Up For An Annual Membership