A Scenic Tour of the Online World

Content Marketing: The Online Equivalent to Answering The Phone When Prospects Call

Friday, June 20th, 2014

Here is today’s Profound Thought of the Day, courtesy of Google’s “Winning the Zero Moment of Truth,” which I am rereading.

Google Zero Moment of Truth

You’d never set up a corporate 1-800 number with nobody to answer the phone. (Would you?) You wouldn’t build one and just let it ring.

The Internet is that 1-800 number, and it’s been set up for you even though you didn’t ask for it.

People are “calling” you with their web searches every minute of every day. Grandma doesn’t just phone 1-800-Butterball now — she searches online for, “How do I know when the turkey’s done?” If turkey is your business, you’d better be there with a helpful answer (and maybe a demonstration, or a coupon or a stuffing recipe). If people search for your product and you don’t answer that search, who do you think will answer?

When you read the problem stated so basically, it sounds almost dumb. Who wouldn’t answer when their clients inquired about their products?

But way too many companies are doing just that. They’re doing it by ignoring the major shift that is occurring in how people shop and how that shift is affecting how companies must market themselves and their products if they want to reach their target audience before that target audience has made their buying decision.

Is your website set up to be your industry’s equivalent to the Butterball hotline? Are you participating in social media conversations that help your prospects and clients? Are you offering information and in sites that provide value to those prospects and clients, and that paint a picture of the value you provide without having to stoop to saying, “We provide value! Really!”

You’d better be, because your competition is. At the very least, read ZMOT. It’s as valuable a read now as it was in 2011 when it was initially published.


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