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28

Dec
2012
Comments Off on Content Marketing: Keep Your In-bound Marketing Message Positive at All Times

Content Marketing: Keep Your In-bound Marketing Message Positive at All Times

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More and more bloggers and content marketers are relying on negative posts, articles and website content. Using negative content may attract attention in the short-term, but long-term, it builds up resentment, erodes trust and can create a crisis situation. Don’t sacrifice your hard-earned online reputation by succumbing to negativity.

The first time you see a headline that contains a negative phrase, such as “five reasons why you aren’t fulfilling your potential”, it may make you curious enough to read on. As you receive more and more negative-style content, you start to resent the senders. This sort of content is designed to prey on insecurities, and make readers feel inadequate. It may grab attention in the short term, but leads to resentment over time. It is highly unlikely to make anyone feel positive about the content provider.

A further concern with in-bound marketing content is that bloggers need to post content frequently, and time constraints or other reasons are contributing to the presentation of re-hashed information, or tired ideas as genuine solutions. Content that makes you feel bad about a problem you didn’t know you had, but fails to solve it, is the worst possible kind. It is almost guaranteed to have your whole audience reaching simultaneously for the unsubscribe link.

Avoid negative headlines completely and your social media audience will thank you for it. Instead of negative phrases such as “five reasons why you aren’t making enough money”, rewrite your headlines in a positive way. Use feel-good titles, such as “five ways to make more money”, instead.

Back up your positive headlines with original content containing genuine insights, fresh ideas, and memorable tips. Successful inbound marketing is all about building goodwill and trust. If your content makes a positive impact on your audience, and actually helps to improve their work, you are in a much more favorable position to engage them. Positive content that provides your social media followers with genuine value inspires trust, and trust leads to conversions and sales.

In sum, in-bound marketing is powerful because your potential customers give you consent to interact regularly with them. Negative content is a breach of that trust and associates your product, service or brand with negativity. The last thing any marketer wants to do is to make an audience feel inadequate or prey on insecurities. Avoid the potential backlash and image crisis by keeping your content helpful and positive.


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