The biggest gift you might be able to give your customers and prospects right now—and one that might create more trust in the long run—is to not ask them to do anything in order to get your content.
Don’t ask them for their phone number.
Don’t ask them for their email address.
Don’t even ask them to click on your call to action.
Okay, let me back up a bit. As an organization, you know how important it is to invest in a sound content marketing strategy. Relevant content educates and informs your audience, and it also builds brand awareness and demand for your products.
Because of content marketing’s importance, you’ve poured a fair amount of time and money into creating high-quality content pieces to entice your target audience. Articles, videos, one-pagers, ebooks, huge research studies—you’ve done it all. Then, there are the expertly crafted landing pages that guard those goods, and the calls to action that were written specifically to entice a click.
That’s why it’s always especially heartbreaking when even the best content underperforms. But lately, I think it’s less about content marketing “not working” and more about something that we experience as consumers, but as marketers don’t always want to admit: that content fatigue, especially at this present moment, is real. Very real.