From push to pull
So content marketing is essentially the social side of marketing. It’s the next big shift away from the hard sell, towards attracting customers with stories about them and the myriad problems they want to solve.
If anything, we should no longer be talking about target markets or audiences – successful content marketing is finding the place you and your customers naturally gravitate towards. Or at very least, helping them find that common ground with you.
And it’s just as important for B2B marketing as it is for B2C. The dynamic may be slightly different, but the principle is the same. B2B marketers tend to think the sale is based on a higher degree of rationality than for B2C, when actually it’s just as emotive a process in many ways. Talk to your customers about the things they care about, treat them like humans, and they’re more likely to buy from you. It might take longer than the hard sell, but the relationship will be stronger, easier to measure and manage, and with patience… rewarding.
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