When it comes to content marketing, I tend to be more transaction-focused in how I approach my content development strategies. Sometimes I hear from other marketers that when it comes to building content like blogs or newsletters, the focus should be less on conversion and more on building quality pieces that in turn will cast a wider audience. I understand the argument, but don’t necessarily agree.
The Content Marketing Institute (yes, there’s an actual institute. I was surprised too) defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” I like that definition, it’s succinct and fair. The CMI basically states that the purpose of content marketing is to use content as a way to curate a specific audience to generate brand exposure and ultimately sell your product or service.
So if that’s true, why wouldn’t you take a transactional approach to content marketing? Perhaps the misconception lies in the idea that if we focus too much on converting, it means the quality of the content takes a hit — which shouldn’t be the case. There’s no reason marketers should ever jeopardize quality in anything they put out. But we shouldn’t kid ourselves. As marketers, we’re paid to produce, so it’s important to always have a conversion strategy in mind as you work through your content development.
So with that in mind, read this article on VentureFizz.com to learn about three different types of calls-to-action (CTA) and how they could be utilized in specific content channels