A Scenic Tour of the Online World

Content Marketing – Educate, Don’t Sell, And Market Your Marketing

Tuesday, September 10th, 2013

Think content marketing doesn’t matter? 70% of the typical B2B purchase decision is made before the customer contacts a sales rep. They’re not buying blind – they’re getting educated. And they’re getting educated, mostly, online.

I couldn’t make it to Cleveland this week for Content Marketing World but I listened in on this morning’s session with Jay Baer, a top notch content marketer.

A few slides below show some of the highlights of his presentation.

Top of the list has to be the factoid above: if your customers are 70% of the way to their buying decision before they reach out to you – or let you reach out to them – you’d better be doing something to let them know you exist.

Content Marketing - Educate Don't Sell

A corollary to that: worry less about selling and more about educating. As a marketer, you’re not in control of the process the way marketers were a generation ago. Or even 5 years ago. Customers drive the process, in both B2B and B2C worlds. Educate them, gain their trust, establish your brand, and you stand a chance. Flog, flog, flog and it’s not just their time you’re wasting.

Content Marketing - Educate More, Sell Less

Finally, don’t forget to market your marketing. Get the word out about the killer content you’re creating.

Content Marketing - Market Your Marketing

Creating that content isn’t the end of the process; it’s the beginning. Develop a content amplification plan and devote at least as much time to it as you do to content creation.


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