Yes, Virginia, Content CAN Sell!

by Ann Handley

Published on June 11, 2002

Tags: Newsletters, Print Collateral, Sales, Writing

Many content writers and managers may shudder at the very prospect of precious 'editorial' content being used as a tool for selling.

But, truth be told, content online often plays a supporting role in a sales process. Sometimes - God forbid! - it actually promotes the sale of services and products directly.

Let us explain what we mean. Here's a passage from a newsletter aimed at an audience with an interest in consumer electronics.

GPRS (General Packet Radio Service) is a technology that enables networks to offer more Internet-based applications to the cellular phone user. With this technology, you are better equipped to browse the Internet in color, have mobile email capabilities and powerful visual communications - all at a speed of 56 kilobits per second. Designed for GSM networks, GPRS technology is used in the Nokia 8390 cellular phone, which delivers speedy data transmission, text messaging and voice-activated dialing.

The article was written to bring people up to date on the subject of the latest mobile phone technologies. But that product name, linked to a sales page, is clearly designed to promote sales.

Does the inclusion of a product link somehow diminish the value of the information in the article? Not a bit.

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Ann Handley is chief content officer of MarketingProfs (www.marketingprofs.com) and co-author, with C.C. Chapman, of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, 2010). She also writes for the MarketingProfs Daily Fix blog (www.mpdailyfix.com). Reach her via ann@MarketingProfs.com.

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