Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 1: Meeting Inbound Marketing Demands with Content Credibility
Suppose you were trying to consume a 20- page white paper dealing with best practices for optimizing inventory. Now, imagine on page 3 that the author describes how their firm offers a practical solution. What does that say about the objectivity of their entire piece? Are you likely to hit the back button? In the movie Braveheart , William Wallace pressures his warriors to keep their spears low until the very last minute. The same applies here. Despite the temptations of speed dating and closing the deal, ask yourself how you would react to a prematurely announced brand solution.
IMPARTIAL CONTENT
Impartial content means unbiased and objective. For audiences to trust your content, it must consider a balanced range of perspectives. Especially when distributing content at the top of the funnel, audiences may not have seen your sincere desire to help. This is why it is important to expose half a dozen or more educational pieces of content before suggesting your brand is a contender. Here are some tips for maintaining an appearance of objectivity:
Hold off on brand messaging until a relationship is built
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Avoid self-serving spin
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• Demonstrate your intent to inform, not to persuade Hold off on brand messaging until audiences reach the consideration or evaluation stage of their journey. Sharing your product benefits or value proposition at the beginning of a buyer’s purchase journey signals to your audience that your viewpoints are biased.
Avoid self-serving spin , such as exaggerating or overemphasizing a criterion that only highlights your strengths. Doing so may inadvertently provide opportunities for others to educate their audiences more comprehensively. Focus on informing rather than persuading. If users are simply looking to confirm their needs, why rush to insert a sales pitch prematurely?
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