I am so sick of hearing agencies and marketers talking about creating content that doesn’t sell to consumers.
OF COURSE the marketing is selling to consumers!

If a businesses outcome is to drive revenue then any content or marketing piece created to engage, inform or sell is meant to drive revenue at some point.

So to say that the secret to marketing today is creating engaging content that doesn’t sell to consumers is a lie and a slap in the face to consumers who understand that anything put out by a brand is intended to capture their interest in an attempt to get them to buy at some point in the future.
This means we can continue to craft marketing and refine it over time so that it complies with the trends, needs and wants of consumers, but don’t be so ridiculous and say you are creating content that doesn’t sell to them!

As marketers we should be able to connect with consumers is such a way that they do not care or think about the fact that the company wants them to buy. All relationships whether in business or person to person, have a give an take, a buy and sell.

Understand a consumers needs, meet them, exceed them and engage with them in natural ways to build trust and form relationships.