How to Grab the Attention of the “Disinterested Buyer” - Content Marketing
This is an excellent article in Forbes by Jayson DeMers about the value of content marketing. I like Jayson’s reference to the “disinterested buyer” as representative of the audience that we, as marketers, are trying to reach. How do we overcome this indifference? Jayson offers several good methods, such as:
Focusing your content on providing value in a truthful way; and grab and keep your reader’s attention. (e.g., with great copywriting and headlines that are so ‘on point’ that they kick the prospect in the gut and won’t let go)”
Demonstrating to your audience that you are truely adding value is another way to build trust. Jayson mentions the use of “expert endorsements, independent evaluations and testimonials” as some examples of providing proof of your value. Although not mentioned by Jayson, content curation is an ideal way to demonstrate to your audience that your own original content is “in tune” with the market. In addition, curation will help marketers to overcome much of the egocentric marketing that is in place today across many organizations. (read more about the need to STOP Egocentric Marketing)
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