Intercom said it best in one of their recent posts:
“Where playbook content marketing goes wrong is in trying to market and sell from the get-go. We have to give you, our readers, something of value – our knowledge, insight and experience – before we earn the right to market to you.”
This got me thinking about the shenanigans that come with white papers, e-books, industry research, and other pieces of digital content. To access this type of content, companies often require you to give them your personal details: name, email, and sometimes a lot more.
Companies believe that because they put a lot of work into their content that they should get something in return. They’re looking for the classic ROI. That something is the right to market to you. Because you downloaded that white paper, you now get the pleasure of being added to their newsletter, receiving invites to webinars and getting a slew of other marketing offers thrown at you. Yippee!
Unfortunately, this method doesn’t work.