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Jeffrey petting small, friendly sharks and funny-looking manta rays at the aquarium
Hi all, I’m Jeffrey from the ClearView team and I’m 100% sold on content marketing. I remember my first real eye-opening experience with effective content. I was watching a video on retirement plans on Facebook and I couldn’t figure out what they were trying to accomplish, but I was compelled to keep watching. The video was educational and informational but there was no overwhelming push to be sold—they barely even mentioned the company that created the video. At the end, the guy in the video said that he worked for Company ABC and that they helped with retirement plans. Then he directed viewers to watch more educational videos at their site.
I didn’t need a retirement plan but I figured if I ever did, that guy, the one who didn’t try to sell me, would be someone on my short list. At the time, I wasn’t familiar with the masterful art of content marketing. I didn’t understand why they would release a video for free. What could they gain from this?
Years later, I still remember Company ABC. Now, everyone is overwhelmed by sales posts, videos, and slogans. When you go on social media, you want to see something interesting or learn something new. You try your best to avoid the ads. But what about a quick video where you’ll learn about a 401k? Or an article about content marketing? We’re willing to learn on social media, but we’re not willing to be sold.
Now that I’m a social media consultant at ClearView Social, we see the results of tens of thousands of posts that are shared on LinkedIn, Twitter, and Facebook. The articles that perform the best often have one thing in common—they are informational. What were the articles that completely bombed like? You guessed it, they were all promotional. If you try to sell, you’ll be ignored, but if you try to teach you will stand out.