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Is outward-focused content still good for site traffic?

One of the most common pieces of advice from content marketing experts is to not be too self-centered with content. But I see "self-centered" content as the main reason for engaging in content marketing because it helps drive more people to our site. How do I incorporate less self-centered content without losing company focus?

4 Replies

Rastin Mehr
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Rastin Mehr Entrepreneur
Hackerpreneur, Early Stage Startup Advisor
Write about your customers, their needs, their day-to-day challenges, and what suggestions you might have to address those needs. Share their success stories and help them get more exposure. Shine the spotlight on them and you will get more than what you asked for from the reflections. It's called empathizing and sympathizing with your customers. You can do that with hardly ever mentioning yourself other than a signature that states who you are and what you do.

There is nothing wrong with occasional shameless self promotions, but only after you have created a great deal of customer focused content.
Mike Whitfield
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Mike Whitfield Entrepreneur
Sr. Software Engineer, EPAM, Google
Listen to your intuition here, it might just be right: https://hbr.org/2015/05/the-art-of-evangelism Sent from my iPhone
Ben Yennie
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Ben Yennie Entrepreneur
Co-Founder/VP Biz-Dev ProductionNext, Founder of Producer Foundry, Author, Speaker, and Producer's Rep
Generally speaking, non self centered content would be something like Bench.co doing tutorials on how to file a tax extension. Bench is an accounting firm, so it's totally within their brand to give a tutorial on that. Your content needs to come from a place of helping the customer before you ask them to buy anything. So if all you do is talk about yourself, your customer will be turned and ignore you. My startup is a business school for independent film, and we released an article on the 12 slides you need in your indiefilm investment deck as a precursor to our second pitch workshop. This helped to raise awareness of the event and sell some tickets, and now it's building our SEO since it's very on brand.
Jonathan Poston
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Jonathan Poston Entrepreneur
Yiveo.com | Medical Marketing Agency
If your product/service is unique enough to solve a big problem to make the world a better place, it's much easier. If not, then providing how-to knowledge, etc. in your space to build authority and trust can help, as well as a few other tactics.
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