Infographic: 7 Ways to Walk the Content Marketing Tightrope

Content marketers can learn an important lesson from Philippe Petit, who walked between the Twin Towers on a high wire in 1974. They might not be risking their lives to reach the right audiences, but they do have to master a balancing act to get the results they want.

As illustrated by a new infographic from Insights in Marketing, striking the balance between selling your brand and giving your consumers useful content is something of a tricky tightrope walk. Even the hint of self-promotion drops consumer trust in branded content by 29 percent. Thankfully, the infographic includes seven tips you can use to create high-quality, share-worthy content and curry favor with your audience.

For instance, content that is informative, entertaining, and speaks to your audience’s interests can go a long way in building trust. According to the infographic, 74 percent of consumers trust editorial content when it provides some sort of educational value, as long as it is objective and doesn’t explicitly try to push a product or service.

If you follow these suggestions and know how to walk the walk of content marketing, who knows, maybe Joseph Gordon-Levitt will wear creepy contacts to play you in an IMAX movie someday? A marketer can dream.