Governments around the world publish propaganda. Some of the propaganda is so obviously propaganda that it lacks credibility. But the best propaganda doesn’t feel like propaganda, which makes it both enticing and persuasive. 

A similar rule applies to content marketing. 

Content marketing that smells like content marketing will be less effective than content marketing that feels invisible. 

The way to produce invisible content marketing is to focus on topics your customers find interesting, relevant and helpful, and to explore those topics in an engaging way. 

The moment your customers stop thinking of your content marketing as ‘marketing’ and start thinking of it as ‘content’, you’ve won.