The Most Powerful Content Marketing Lesson Learned (That Nobody Is Talking About)
In the last few years, of what's being called online content marketing, what have we learned? When all the blogs, whitepapers, ebooks, podcasts and YouTube videos have been produced, what can we say we learned, took action on and improved?
The single most important lesson learned for me, and in my research, has been how engaging customers should never be the goal. Instead, engagement is the starting point. It's an open door to get customers to respond to you, your brand.
Engagement has so many of us so wrapped up that we're failing to realize a key point: Engaging is merely a chance to enter into a journey with a prospect; a trip toward whatever it is they need, desire, hope for or need to avoid.
Engagement should be (if it's to be effective) the start of a series of "fair exchanges" that guides prospective buyers toward, or away from, what you're selling.
If it's not? You're just engaging for the sake of engaging. You're not generating, nurturing and closing leads.
Be Provocative to Generate Response
Most marketers and sellers using blogs, video, YouTube, LinkedIn and such in their online content marketing strategy think of customer engagement as a goal. The finish line. But that's not going to help you get customers to buy online.
Successfully engaging with customers is an opportunity to generate response from them. Actually selling on social media means being thought provoker-not just a thought leader.
You've got to get customers to do something-to begin a journey toward converting to a lead.
Think of it this way:
- Are you giving customers a reason to talk to you on LinkedIn? A real, compelling reason.
- Are your blogs so bold they provoke readers to call or email you or sign-up for an offer?
Is whatever you're doing on social media provoking customers to contact you-so your sales team can help them more clearly understand the thought you just provoked?