How to avoid content that makes buyers cringe

Should you hire a content agency? Consider every time you have clicked off a company’s content because it was overly promotional, not relevant or poorly written. How much of that company’s marketing budget was wasted because its stories were off base and made readers cringe? Media Relations Agency includes Media Grade Content® in our hybrid agency’s services because product promotions need compelling, high-value content to be effective.

Product promotion is unique among marketing services. It’s nothing like investor relations or crisis communications, for example. After more than 30 years and hundreds of clients, Media Relations Agency understands this more than most agencies. Product promotion goes directly to the heart of any business: positioning a product or service in the minds of the target audience to support sales. 

Content must be informative and relevant if it’s going to lead people into the sales funnel. And it should be part of a carefully designed marketing strategy that will cause people to feel good about their purchase decision, even when they read about your competitors. 

In other words, your content marketing should reinforce your primary value points. Every. Single. Time. 

Three ways to avoid sabotaging your content marketing 

  • Always ask, “What’s in it for me?” This is your most important lens. Hard sell doesn’t sell. Content should educate the reader and solve a problem. If it’s blatantly about how your product and its benefits, start over. Incorporate your business in the actionable advice.  
  • Don’t tease. Articles with enticing headlines that aren’t immediately supported by information are frustrating. Readers want more, but they have to wait … often clicking several times … to get to the good part. Make every word count.  
  • Be relatable. Buyers want to feel good about where they spend their money. Use your content marketing to help them get to know your company culture. 

The Content Marketing Institute (CMI) points out that, “creating really good content is harder than ever.” CMI recommends that companies look for writers who have polished writing skills, can write powerful headlines, are aware of the user experience, have a depth of experience related to the subject and are competent in marketing concepts and principles.

You probably outsource other professional services to trusted experts, especially if you don’t need them on a daily or even weekly basis. Treat your content writing the same way. The quality of your content is a huge reflection on your business. 

One reason why Media Relations Agency’s on-call writing services are in demand is that we screen our writers to ensure they have superior writing skills. They know how to communicate clearly and effectively. By applying our Media Grade Content®, they deliver content that attracts clearly defined audiences, drives people to action and educates people about your product. 

We’re also convenient. Businesses simply put money on account then contact us when they need something written. They have peace of mind knowing their content will be written by marketing professionals who have plenty of life experience. We have written for more than 70 different industries. We’re not just kids out of college. 

We’ll deliver content that is tightly written, without “fluff” that may sound good but doesn’t add to the meaning.

Whether you need just one blog or you need help maintaining an ambitious content marketing schedule, we offer affordable options including on-call writing services, Pay Per Post and content packages to meet your needs. Our writers will work with you to create professional content that supports your marketing goals. Call us at 952-697-5269 or use this form.

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”

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