Content marketing starts by making a promise to your audience. Your promise is to help them without expecting anything in return—even before they are a customer. This generosity, given genuinely, positions you to ask for the sale down the road.
Your promise forms a habit. Once you’ve solved a problem for someone, they will return for more help. If you keep delivering that help regularly, it’s a logical next step for them to become a customer. It will take time, but you have to admit that it’s a lot less pushy than trying to convert in the first “touch.”
Making a promise elevates your content strategy because it really puts the focus on the audience. The nuances become really important. Delivery matters. Context matters. Timing matters. If you miss on any of these? No connection.
In content marketing, there’s only one metric that matters: Was it compelling enough to share? People spending their social capital to share your work. That means that your content has to have a purpose. It has to make a promise—and then come through on that promise.