The One Thing Your Marketing Content Should Never Do

The One Thing Your Marketing Content Should Never Do

If there is one thing your content should never do it is this: Promise, then fail to deliver.

You’ve likely experienced this for yourself and didn’t enjoy it much:

You open an email from an entity that you’ve had communication with in the past, and may even trust, to read of their offer that sounds so valuable that you can hardly wait to give up a little personal information to be able to download the promised, full-of-helpful tools and reliable data guide to success and happy-ever-after living…

Only to find that it’s nothing more than a stale, unappetizing buffet of regurgitated copy and annoying content that you’ve already been offered before.

You were hoping for, and expecting, so much more.

You were relying on them to actually provide what they had so convincingly promised.

Obviously, the company whose subject line screamed, “Exactly What You’ve Been Waiting For” wasn’t actually considering YOU (at all).

Unfortunately, the practice of ‘misleading in an effort to capture leads’ among online marketers has given content marketing a bad reputation. People with something of legitimate value to offer tend to shy away from online marketing because:

  • They are concerned about maintaining integrity.
  • They don’t want to risk their reputation or that of their message.
  • They aren’t totally convinced that the benefits outweigh these risks.

Overcoming the less than stellar reputation of online marketing is what Hanna Marketing Manna is about. We want to help you market to those in need of what you offer sincerely, confidently, and with complete integrity.

HMM offers you professional skills acquired through training, certification, and consistent practice, backed by over 10 years of online marketing experience in:

  • Copywriting and Editing
  • Content Design
  • Branding
  • SEO
  • Research
  • Social Media
  • Email Marketing

Don’t let the misguided, even dishonest, practices of others keep you from successfully communicating what you do with those who deserve to know – and want to know – about your message and the services you provide.

CONSIDER: When someone is truly in need of what you offer – when others are seeking answers that you know you can provide – no gimmicks are necessary.

Instead, use any (or all) of the skills listed above to make clear:

  • What you do or offer
  • How you can help or assist others
  • The action others need to take to get that help
  • Why others can trust you to deliver what you promise

We’d love to have the opportunity to chat with you in person about how HMM can help you to share your message, products, and services successfully, with confidence and integrity.



How Effective Is Gated Content?

How Effective Is Gated Content?

Two-thirds of people say they’re often disappointed by gated content.


David Meerman Scott, blogging about his research, suggests that between 20 and 50 times more people download free content.

Sounds effective. But, he points out that it provides you zero traditional “leads”.

What do you think of when you think of gated content?

Do you envision a barrier – something that stands in your way of getting what you want? Or do you see it as little more than an annoyance – nothing a little ‘give and take’ can’t overcome?

Gates have long been used to hamper the entry of those who may not be welcome. If a gate is not solid; if one can still enjoy the view beyond the gate, it usually creates little offense.

But, when a gate is blocking the view of what is on the other side, it tends to peak curiousity. The gate may scream, “Stay out!”, but it can also stimulate interest about what is on the other side. And for some, not knowing what is on the other side of a gate can be torture – even to the point of prompting one to do whatever is necessary to get beyond the gate and experience whatever it is hiding.

If you can’t see the value of gated content, you may not fully understand its purpose.

Show Them The Value

  • Something that is valuable, is rarely free.
  • The higher the value of an item, the more it is protected.
  • The more effort to protect an item, the higher its perceived level of value.

When creating content, measure its actual value before putting up a gate to access it.

Ask yourself: Is it something that people would find helpful or enlightening? If so, they will likely be willing to give up their name and email address for it.

On the other hand, if it’s truly something that they want and need, something so helpful to them that they would do almost anything for a chance to get their hands on it, put an actual (and honest) price on it. They won’t feel ‘taken’ and neither will you.

A Gate Can Swing Both Ways

Gated Content isn’t about keeping people from getting in – it’s about controlling who comes in – and when – and why.

It should be about creating interest in a way that doesn’t annoy or offend, so that you can collect the specific data needed to help you fine-tune your message and provide better services and products.

Remember: If what you are offering is of real value, you won’t lose anything by providing an opportunity to view what’s on the other side of the gate.

When people are permitted to look around for free, it’s called ‘shopping’ – the process of getting to know what you offer – which leads to forming a relationship, the much needed first-step in building trust.

Amazon does this online when they let you “look inside” and preview parts of a book for sale.

The reality is, if no one knows you or trusts you they won’t be hanging around your gate.

For valuable ideas about creating content truly worthy of a gate, contact Hanna Marketing Manna today.