There’s a reason everybody’s talking about storytelling and narrative these days.
You can use hard-sell tactics all day long in your copy, but your audience is likely to slip away like vacationers tricked into attending a time-share presentation.
A new Ragan tip sheet, “10 ways to spin content marketing leads into gold,” offers ways to use content for business ends without sending your audience stampeding for the exits.
Potential customers want to know how an organization similar to theirs solved a problem that your product addresses, says Barry Canty, vice president of marketing at SpeachMe.
“I don’t believe in the hard sell when it comes to creating content,” Canty says. “That’s why I believe case studies are the ultimate content type.”
Canty notes that SpeachMe has produced case studies on how SpeachMe has worked with businesses such as Airbus, the online carpool startup BlaBla Car, and Air Liquide, a leader in gases, technologies and services for industry and health care.