Admittedly, this particular blogger comes across as fairly obnoxious, but he does give a good overview of what content-based marketing is about:
It’s not about being pushy. It’s not about slamming people with endless pitches and sales efforts.
Your site/email newsletter/podcast/whatever should consist of something like this:
- Some posts that are just friendly and storytelling.
- Some posts that are gentle pushes towards a next action or an ask.
- Some posts that are pure selly-sell, as I like to call it. Apparently over here they call that an offer.
- Some (but very few) totally off-topic posts.