It used to be marketing back then. And content is just something we all consume when we’re chilling.
Until content marketing came to light. Content marketers now try their best to achieve their goals based on objectives. Almost every time.
That’s what changes the concept of content.
Content marketers expect a return on investment from all of their content. Believe it or not, that’s an unhealthy mindset to have. Because consumers don’t expect to buy anything from consuming content other than pure entertainment or information.
Content marketing is not marketing or selling. It’s to educate or entertain the audience to build trust.
That trust eventually leads to them taking on your offer.
Here’s where the lines are blurred… You don’t sell with content. You develop trust and offer them something to add value on top of what’s being presented.
It’s the universal truth for all niches. People are interested in content that educates, entertains, or inspires them.
If they want to buy something, they would’ve visited your site or look for an ad.
Engagement WILL go up once you put selling out of the equation. Well, not entirely, just when you’re presenting the content.
The offer is an upgrade. It shouldn’t be the highlight of the content.
There’s a form of content that specifically sells. That’ll be a topic in the future. For now, content does not equal to selling.
I found an article that could help you understand content marketing better. You can click on the link below if you’re interested to find out more.
Read: ‘Content Marketing: A Modern Guide’ by Copyblogger