Content Will Not Be King

Coronation crown of Louis XVNearly every marketer in every industry has heard the cry “Content is King“. Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Once a call for change and recognition of a new marketplace reality, Content is King has become conventional marketing wisdom.

The problem is, conventional wisdom is average. Following conventional marketing wisdom will not differentiate you.

Why is content king today:

  • Being customer-centric required moving away from creative executions as the primary way to deliver a message. Focusing on the customer requires providing something that meets their need, and content perfectly fits the bill.
  • Content marketing was not the norm. Companies embracing content marketing were able to provide unique value to clients and prospects.

Today, the situation has changed. Read more of this post

Your Lead Scoring Blind Spot: The Internet

Marketers have a huge blind spot when it comes to nurturing and lead scoring. It does not matter if you have built a sophisticated lead management and nurturing system, driven by content consumption, engagement and response. Your blind spot is there.

The problem is, you only see how people respond to your content and your offers. You only see what is happening on your own properties. Your blind spot is all the time potential prospects spend on competitor sites, on editorial properties, on topical blogs or discussing with peers.

Read more of this post

Not Just Automation, Marketing Needs REAL Conversation

Create a personalized dialogue with each prospect at every point in the sales process!

This sounds like a pitch for marketing automation. While the result is valuable, it is not a dialogue. Here are some of the characteristics of this “dialogue” marketing has created with automation:

  • Most of the audience response is a click and inferred consumption. In mass it is a valuable indicator but it isn’t a valuable individual response (Scott Brinker discussed this at Insights from the explosion of marketing touchpoints)
  • It is based on well educated guesses about what information someone needs next, not answering a specific question or need.
  • It is designed to replace the conversation that once happened directly between sales and a potential new prospect.

Real conversations need to come back into marketing communications. Read more of this post

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