From the injunction of traditional What we’ve seen since the development of content marketing is the reversal of the seller-customer relationship. Before the rise of new distribution channels, companies signaled their sales intentions through canvassing, meaning it was up to them to approach the customer. They communicated exclusively through purchase injunctions, via posters, advertising spots, sales advice, or even direct representation. These traditional methods are sometimes considered aggressive.
Advertising to the dialectic From the injunction of traditional of content marketing
Content marketing, on the other hand, is part of an opposite approach, gentler but more impactful because it reaches its target through curiosity and affection. Thus, it is no longer the salesperson who goes to the customer, but the customer who goes to the salesperson if the latter has managed to attract their attention with relevant content. Before speaking to the customer, we speak to the Internet user, the reader, the person. Content creation is a relational strategy before being a sales strategy.
Understanding content marketing means knowing how to create connections.
Every reader who enjoys the content is likely to enjoy the b2b email list product and is therefore a potential customer. In this sense, content creation creates connections. This connection is the cement that consolidates your online presence; it’s the foundation of successful communication and the foundation of your reputation.
As in real life, a salesman’s assault will always be less likely to lead to a sale than a respectful and sincere contact. Just like in your inbox, an email addressed to you personally will always attract more of your attention than a mass, impersonal message. Speaking to a customer as if they were a unique and singular individual you wish to attract is the key to successful communication.
Digital communication has grown so rapidly the cookie apocalypse is approaching because it addresses the audience directly, without an intermediary. In this context, the company or brand becomes personified, embodying a unique identity that communicates with you, just as any average person would.
In other words, practicing content marketing means
Knowing how to tell your company’s story, it means giving it meaning.
Telling a story is exactly what McDonald’s has been fax marketing doing for years. At a conference organized by the Interactive Advertising Bureau in September 2016, the company’s former CMO, Deborah Wahl, explained how content marketing forced them to rethink their business methods.
From the smallest to the largest company, the need to reach the customer is the same: to give meaning, to create a connection.