MarketingProfs’ Advice on How to Avoid ‘False Choices’ in Content Marketing

In a new article for MarketingProfs, Joe Chernov, VP of marketing for Kinvey, discusses how to avoid making false choices in content marketing.

Chernov describes the differences in content marketing strategies that he ran both as marketer at a large marketing technology vendor and at an early startup where time and money reign supreme and the pitfalls of false choices marketers can make.

Here are the three false choices Chernov describes:
1. “False Choice One: Large logos are bad for credibility; small logos are bad for branding. Pick your poison.” Chernov says, “I still believe the size of one’s logo is inversely proportional to the credibility of the content. But a logo is just one expression of branding.” Sprinkle design elements that reinforce the central theme of your brand throughout the content and even though the logo is small the branding will be pervasive.
2. “False Choice Two: Content can either help or sell. It can’t do both.” Chernov points out that if you create “helpful” content designed to solve a problem, it will spread but won’t advance your corporate message. While, alternatively, a “sales-oriented theme” will advance your value proposition but have very limited appeal. Instead, compromise by creating content that helps your audience anticipate the time and money involved in solving a problem while pointing out that your company can reduce that investment.
3. “False Choice Three: ‘With a form’ and ‘without a form’ are your only distribution options.” Web-based content is meant to spread organically, through Tweets, Facebook likes, and other word of mouth (or word of text) distribution that creates the instant “gone viral” phenomenon. A form gets in the way of that yet you can’t afford to put the content out there just for brand awareness. The compromise, talk to other companies who can distribute your content with a link to the custom landing page where customers can sign up for your product.

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