Every where you turn, someone is practically shouting at you that content marketing is the absolutely guaranteed, positively sure thing these days to attract buyers. These promoters make you feel that if you eschew content marketing, you’re just one step from the business graveyard.
I disagree, vehemently!
I read this overview of content marketing from a company that sells automated marketing systems. They say:
- Today, the buyer is the expert and proactively reaching out to brands and businesses for help.
- Content marketing is the process of creating high-quality, valuable content to attract, inform, and engage an audience, while also promoting the brand itself.
- Content marketing is the savvy marketer’s response to the new, relationship-based, buyer-driven, digital marketplace.
When I unpack this, I see these contradictions:
1) The buyer (Which buyer? Are all buyers the same?) is browsing huge quantities of content, hoping to find a nugget that might interest them.
2) There is nothing—absolutely nothing—that is engaging or relationship-based about content marketing. Every person browsing will see the exact same content as everyone else.
3) Content marketing is not buyer-driven (outside in), it’s corporate-driven (inside out).
My clients quickly learn the value of customized marketing campaigns, what I call bulls-eye marketing, to cultivate and nurture them.
What’s a campaign? It is a series of contacts (frequency depends on the buyers; no less than 1 per quarter) that are designed to be meaningful to a specific segment (i.e., sub-set, group, slice) of buyers.
The message is threefold:
- Thank you so much for being our customer.
- Here’s what you love about us (related to their specific recent purchases)
- I thought of you when I saw this article, news item, book, white paper, graphic, or other material. (Customer intimacy.)
There is no call to action because appreciation is diminished when you ask them for more business. And each segment or sub-set gets a unique and relevant message.
Don’t waste your time, money and energy on content marketing to faceless masses. Instead, apply these precious resources to a bulls-eye marketing campaign.
Did you know…60-80% of satisfied buyers are waiting for appreciation messages that never come? Why not be the one company that takes the lead with bulls-eye marketing, instead of the zillionth company that follows the herd with content marketing.