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Why Isn’t This Post About my Product? Content Marketing vs. Advertising

Why Isn’t This Post About my Product? Content Marketing vs. Advertising

  • Posted by getyoufound
  • On 2016-08-26
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Content Marketing vs. Advertising

At Get YOU Found, our number one goal, in the vast majority of cases, is to get your website to rank as high as it possibly can in Google search results. One of the ways we do this is by writing blogs that people will click on, read, like, comment on, and share with each other on social media (a strategy also known as content marketing).

That’s why if you’re, say, an athletic retailer, we’re far more likely to write a blog about “The Best 10 Football Passes of All Time” than a blog about the sneakers you sell.  

Often, when we send out a blog like the example above, we’ll receive the following response: “this blog is wonderful, but why isn’t it about my product?”    

Here’s the thing. You love your company. Whether you’re a lawyer, dentist, chiropractor, or mechanic, you’ve devoted your life to what you do, become an expert at it, and lived and breathed it for 5, 10, or even 30 years. We care about your company, too. Our highest goal is understanding your business inside and out, so we can showcase the very best of what you have to offer to your target market.

That’s why it’s so difficult to explain to our clients that, when it comes to blog posts, most consumers don’t actually want to read advertisements about your products and services–or anyone’s, for that matter.

According to Mridu Relph, writing for digital marketing blog Buffer Social, people want to share content for five primary reasons:

  1. Neuroscience: to entertain, inspire, and be useful.
  2. Psychology: to express who we really are.
  3. Community: to nurture our relationships.
  4. Motivation: to feel more involved in the world.
  5. Altruism: to get the word out about specific causes we care about.

In a recent study titled “What Makes Online Content Viral,” Jonah Berger and Katherine L. Milkman studied 7,000 articles published in The New York Times to discover which ones received the most views and social shares. The researchers found that content that evokes high-arousal emotions, like anger and awe, are shared the most and rank the highest.

What people don’t like to share, let alone read? Advertisements. And unless your product is so incredible or groundbreaking or brilliant that it simply has to be shared, people probably won’t click on a blog post about it. When people click on a post and see that it’s essentially a very long advertisement, they almost always exit the page immediately. Not only does this mean that no one is receiving your company’s communication, it also negatively impacts what we call your “bounce rate” and lowers your overall search engine rankings.

It’s simply a sad-but-true fact of digital marketing: blog posts which are about products and services receive very little to no traffic. So we rarely write them—because we know that it’s not the best way to get the biggest return on your investment.

Does this mean that we’ll never mention your products on your website’s blog? Of course not. We will always make a point to highlight your company products somewhere within the text, linking viewers to your landing page, product page, and contact information.

We simply try to make a blog that offers consumers emotional value before mentioning your products. It’s the difference between shoving a flyer in someone’s face, and politely offering them a gift bag as they exit the party. When people leave your site with a positive, friendly impression, they are more likely to return and make a purchase when they do need your products. And in the meantime, your website’s rankings will go up in search results.

With so many years of experience in this business, we know for an absolute fact that it’s the out-there blogs—the blogs about Olympians, Pokémon Go, and other trending topics—that receive the highest traffic. When your website is receiving higher traffic than its competitors, Google will reward it by placing it at the top of the page. Ideally, SEO success is created by a marriage of the two: formal landing pages which discuss your business, your products, and your services, and blogs which establish you as an expert in your industry–and draw outside traffic into the page.

Still don’t believe us? Check out the blogs of IBM, American Express, Coca-Cola, Johnson & Johnson, and Wells Fargo. Each of these companies regularly publishes blogs which speak to the human experience of the people who use their products–not necessarily the products themselves.

By writing an engaging, fun-to-read, entertaining blog on a trending topic that relates to your industry, we can guarantee better traffic to your website and better rankings overall. All the best brands in the world are using that approach, and so do we.

So the next time we send out a blog about the Top 10 Hairstyles of the summer, relax. We know what we’re doing, and your content marketing strategy is in good hands.

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