Content Marketing, Want To Be Successful With it? Teach, Don’t Sell


Feb. 16

2.75 K


Today’s consumers block out online marketing and sales content, but they respond to content marketing “Teach, Don’t Sell” approach.

But isn’t the whole point of marketing to sell? If you’re not selling, are you even marketing?

Even when you’re creating educational content, you are still marketing. You’re just marketing the content, not your products and services. You’re still selling those products and services, but the selling is just way in the background. Way, way in the background.

On the front end, you’re offering terrific, free content. The point of your marketing – your content marketing – is to build an audience that consumes and shares that content.

But why do that at all?

Here’s the part you might not like hearing. You teach instead of sell, because frankly, nobody really cares about your marketing.

Unfortunately, according to the 2016 State of Small Business Report, 45% of small businesses are using their content marketing and accompanying social media to promote specific products or services, and 38% use them to share information about promotions, sales or discounts.

It’s OK to use your logo on content, but don’t mention how to buy anything. Ideally, don’t even mention what products or services you offer.

As you know, the average consumer is fed up with advertising. They don’t want to see or hear any more of it. You can get past those marketing blockers if you offer people great, useful, engaging information and refrain from your sales pitch.

1) Don’t include a call to action that asks them to buy.

You may include a call to action that prompts them to see another piece of content. If you are in the habit of regularly publishing useful content, you may ask them to sign up for an email newsletter,

2) Tell them what they want to know, not what you want to tell them.

Your customers like features, but what they really want is benefits. Benefits would be how they can get home half an hour earlier because your product is so fast, or how they can zip up a mountain with your gear because it is so light.

3) Be generous.

People may react negatively to marketing, but they respond positively to generosity. Nothing builds trust like consistent, generous, honest and useful content.

It means sending out more educational emails than promotional emails. Some say the best ratio is four “gives” to every “take.” Others suggest an even higher ratio.

This approach is common in social media, too. The best practice is to post other people’s content significantly more than you post your own. Only 5 to 10% of the content you share should be self-promotional; the rest should be compelling information and resources.

If you’ve been selling all your life, it can be hard to stop. There’s a strong urge to at least mention what you offer even when you’re publishing educational content, but the biggest benefit of content marketing is to get past your audience’s marketing blockers – to show you are trustworthy and worth their attention. Every time you try to sell to them, you compromise that trust. You’re actually diluting your own work.

So don’t sell.



Ketan Raval
Posted by Ketan Raval

Blog A directory of wonderful things

Expert Content Marketing Tips to influence your Target Audience

We are well aware of the fact that content is the king. As you grapple with how to speak effectively with today’s consumers, you’ve likely heard about something called “Content …

Frequently Update Smartphone Apps To Increase User Base

In the recent times smartphones have become integral part of almost every single household. Because of the product’s affordability, ease of use, excellent functioning and rich set of feature offerings …

4 ways Social Media can impact your business

Click, edit, tag – we all are aware of this trending phenomenon of sharing and tagging on social media. We live in an era where social media needs no definition. …

Social Selling- The Future of e-Commerce

It is not the evolution of internet that is leading a colossal amount of audience towards a leverage use of social selling. Instead, it is the tremendous vivacity demonstrated by …

Easily Fulfill Wishes of Your Family And Social Circle With Gift App

Gift App! The word might surprise you, but let me discuss it. You too will feel that it is actually so important. Whether it’s your friend’s birthday or a wedding …

A Camera That Puts a World of Possibilities Literally at Your Fingertips

Most camera require some kind of light or visible spectrum to take photos and capture shots. Many generation old cameras were still optical devices large in size that usually supported …

What is SOCIAL PROOF and why do you need it ?

Before I jump on the topic, Let me ask you a quick question !! Have you ever experienced a situation when you see a long queue or huge crowd; and …

Social Media Giant Twitter comes up with TV Conversion Targeting for Advertisers

Twitter- one of the social media giants that regularly comes up with something new, both for the people who use twitter, also known as tweeple and the media/advertisers. The New …

LinkedIn is Buzzing For UK Market

Linkedin has started to send an email to all its members regarding its dominance as a professional network. Lets Nurture is usually focused on European market and my profile was …

Getting high on Google+ Communities

Google rolled out the new communities feature to its social media venture Google+. On a personal note this brings back a feeling of nostalgia because it reminds me of the …

See your 2012 year in review on Facebook

Social Media is really a massive innovative industry. And why not it is one of the industry which engages with huge amount of audience ( I guess maximum ). Social …

Speak2Tweet you cannot stop technology can you?

Everyone says we are entering in the world of transparency, yes I can say it is surely happening and thanks to technology for that. In India we have witnessed a …

Social Media on Fire Now for WordPress Websites : Jetpack New Plugin Review

Are you in social media and blogging? How many times you thought that you want a plug-in which can route all posts/updates in various social media? I am sure many …

Social Media for Political Prediction- Check out this Kred Story

We wrote on blog post about VP President Debate and Google Politics and search behaviour about these political leaders. And now when Obama has been elected as a president of …

Social media marketing drives The Swedish Armed Forces recruitment

You can call it a recruitment drive or a promotion with the use of social media, but what the Swedish armed forces have done in their latest campaign has been …

Hoopla Tweets Analysis Android Application Crosses 1K Installations

The Android team of LetsNurture will be the object of fawning and adulation as the company’s Android Application for Tweet Analysis reaches new heights with 1000+ installations. And why not …

Facebook Takes Stringent Steps Against Fake Likes

Facebook is alert about the fake likes by fake users more so than ever. Facebook is the biggest and arguably most powerful social network in the world with 1.55 billion …

SEO Rave at Our Google Plus Hangout

What does it take to bolster any learning? You can read entire books about something but never know a thing about its subject. True learning is the fruit of experience. …

Social Media Marketing for Businesses

“Interact with Community ,Gain Credibility & Business” Customers will always appreciate a brand communicating directly with them. As a brand you must understand you must understand that people utilize social …


Have an !dea or need help with your current business?

We use cookies to give you tailored experiences on our website.