That’s right. Everything you’re doing in your content marketing is wrong.
And of course I’m here to tell you why your content marketing is wrong and how to fix it. Just stay put and let me bring up a couple of examples for ya.
So first of all, why your content marketing is wrong.
Most of content marketers are basically looking at their strategy from the wrong angle. They’re saying to their audience: “Do you have this problem? We have an amazing product that solves that problem, you should totally try it! These guys have.” and then they try to involve willing satisfied customers in their marketing shenanigans.
While this is the method has worked for the last 60 years, and all the TV commercials and informercials are using this schtick, nowadays people won’t necessarily wait for your entire presentation to see what your product even is. Our attention spans are short, and we have better things to do rather than hearing you babble on about your product while we’re scrolling through an endless feed of videos featuring kittens and Chewbacca mask wearing ladies.
Ok, let me just throw away my notes and get a new pad then
When I’m saying your content marketing is wrong, I actually mean exactly that. While your classic marketing methods and standard ads are… well… standard, on the internet you are fighting over a couple of seconds of attention amongst a sea of marketers, and you really want your product to win.
What you’re actually selling is a solution. Maybe people know they have the problem, maybe they don’t. What you actually should be focusing on is explaining why your solution is the best, and why it’s so different from the others.
Let me explain
You probably know their most famous video, blending glow sticks:
What Blendtec is doing with these videos is create brand awareness and an international audience that perhaps will never actually buy this product, but you are surely to hear about it sooner or later. One of the many people hearing about the brand will actually acquire the product, thanks to the international fame the series of videos has brought.
Their message is: There are other products like ours, but none is as good as ours (hence the doubt “will it blend”), but ours is the best, here’s the proof.