Ok so the link to the article I have linked to appeared as a sponsored post on my Facebook feed, it’s probably on yours too. Advertising is part of the Facebook experience, a fact I am happy to accept, but this one annoyed me so I clicked through to see who was peddling such rubbish.
As it turns out it is a great illustration of just how important it is to gain trust and earn credibility with your content. For anyone that wants to see a modern day adaptation of a marketing tactic straight out of a 1950s playbook, click through and have a chuckle – for me it’s a brilliant example of how not to do content marketing…
The title, and snippet on facebook are scaremongering and filled with what seem to be, if not straight up lies then at least an element of extreme unfamiliarity with the truth. It positions the “news” as the most important thing we’ll read all year and tries to cite the BBC (a trusted source for many) as having something to do with it as well as mentioning Microsoft engineers. You would have though the Microsoft engineers would be using their time to work for Microsoft?
It’s badly written, no one seems to have checked it for spelling and grammar, it mentions “experts” several times but doesn’t say who they are. The people mentioned in the article don’t seem to exist anywhere but in the article and the “journalist” that wrote it has one other article I could find about a “proven way to make money” The text also suggests the product is going “viral” in a big way – which it isn’t!
The comments are fun too – bearing in mind the article was posted “12 hours ago” they are all from January and February and the tone is just plain wrong for online comments. Add to that the fact that there is no facility to add comments - how did they get there in the first place?
I may be doing the company a great disservice – they might have a fantastic product that helps people on a daily basis, but having read their article, I don’t trust them one bit, the article is filled with half-truths, vague mentions of sources we might trust and a lot of scaremongering rubbish.
They are even claiming limited availability by suggesting the product is so popular that if you don't buy it now, they will run out! Easter eggs run out after Easter, clothing lines run out, but how many software companies "run out" of a downloadable piece of software?
I would advise the company concerned to change the title to “How not to do content marketing” and be done with it
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