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Is Your Content Marketing Like a Box of Chocolates?

 

I recently received this postacard in the mail.

postcard content marketing resized 600

Seems official, like there is something on the other side of this that I would want to have.  Feels like something of value because it has a package and tracking number.

Wrong....this is a scam to get you to call and then you get a pitch for a time share or some other pile of junk.  They are hoping that the official-ness of the postcard gets you to obediently call and then they hope that they can keep you on the line long enough after you realize you have been fooled to bait-and-switch into buying something else.

Of course your content marketing is not that deceitful - the question is, do you deliver the value you market once someone converts?  Do you impress them with the quality of  the content they have just 'bought' with their contact information on your landing page?

If your web site, landing page, PPC ad, or other online marketing does not deliver the valuable information that your visitors expect then you are starting your relationship out on very shaking ground and most likely stopped them from ever taking the next step.

© Top Line Results | Orlando, FL

Comments

Great example. I've been suckered before like this. It's hard to believe these tactics still exist. Obviously it works some percentage of the time, or they wouldn't do it, right? I'm not sure, but it's interesting that it is easier to see what other people think about online content than it is to trust what you get in your own mail box. What a transformation.
Posted @ Thursday, February 09, 2012 6:25 PM by Chris
Thanks for the feedback Chris. We try to make sure our clients keep strict truth in content advertising guidelines. It is easy to over-hype your content and if you over promise early in the process you never get the chance to deliver later and earn the sale.
Posted @ Thursday, February 09, 2012 6:43 PM by Todd Hockenberry
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