Let’s Face It . . . Content can be a real burden to create, an unwelcome interruption to receive — and so many Content Marketing strategies are the business equivalent of a single guy walking into the same bar every Friday night, throwing his hands up and announcing to the crowd at the top of his lungs . . .
“I’m rich, I’m smart, I’m good looking . . . and I’m available.” — then rushing home to wait by the phone for Miss Right to call.
Content Is Not King — not in my arena, and probably not in yours . . .
Results Is King.
Better Results In Less Time is the ideal King, and the coin of the realm is Relationship. This precious currency is backed by the Trust you’ve earned from genuinely serving your market, your community, and your profession.
Now you’re not going to hear many Media Execs talk about Better Results In Less Time, because it’s inextricably tied to a topic only a precious few of us are willing to address head on . . . Return On Investment.
What you’re more likely to see and hear — especially from those who want you to write them a check or those defending the last check you wrote — are words like impressions, cost per thousand, circulation, traffic, clicks, viewers, listeners, followers, subscribers, downloads, ratings . . . just about anything other than Actual Increase In Volume & Pace Of New Revenue.
The next time you find yourself in a conversation or reviewing documentation including words like these — please recognize . . .What you’re experiencing here is the pretty assistant spinning the box while the crafty magician sneaks out the trap door.
If you’re a B2B Exec . . .
Buying air time or column inches from Big Media to reach a pre-existing audience simply will not equip you to genuinely serve your market — at least not very efficiently. You don’t have a relationship with these anonymous “eyes & ears”– and most importantly, you don’t have their trust — their hearts & minds.
Of course, if you hang in there long enough and spend enough money, you might eventually see some modest results — just as our single friend boldly advertising at his local bar might eventually meet Miss “Right Now” if not Miss Right.
Betting on this formula — Relying on Big Media “faux metrics” to deliver meaningful results — seems to me like an unnecessary “long shot” for all, and cost-prohibitive for most.
Back To My World, and maybe yours — Helping B2B Execs Serve Their Market And Grow Their Business . . .
Results in our arena are built on Relationships and Trust. One Trusted Relationship is worth a thousand, or ten thousand, or even a hundred thousand impressions, clicks, website visits, whatever. With Trusted Relationship as the foundation, Content is gratefully received, implicitly trusted, and liberally shared.
Now content becomes a marvelous tool for removing the friction and shrinking the timeline for your sales & marketing strategy. You’re serving and selling with genuine insight — enjoying true peer to peer relationships, solving real problems, capitalizing on real opportunities. And you’re doing it all better, faster, cheaper . . .
Producing Better Results In Less Time.
Our thing — The Business RadioX ® platform — does this really well, especially for B2B Execs who want to “Own Their Backyard”. You can get a little insight into How and Why it works so well at MyBRX.com. And you can access thousands of hours of practical content on virtually any business topic you can imagine at BusinessRadioX.com.
But our clients aren’t the only ones building their businesses on Trusted Relationships, and crafting their strategies to serve that discipline.
There are other organizations out there executing authentic Content Marketing strategies — serving intentional, engaged audiences, seeing organic results, and enjoying actual Return On Investment. You probably know a few, because this is the content you look forward to receiving — and in some cases, the firms you trust with your own time and money.
I particularly like the way these folks explain it . . .
As you continue to seek out these resources, I hope you’ll seriously consider the idea that Content Is Not King — that you’ll try to resist the allure of Big Media “faux metrics,” that you’ll choose to build your business on Trusted Relationships, and never again let someone tell you that you cannot expect to see or accurately measure actual Return On Investment from your marketing dollars. You can, and you should.
And if there’s anything I can do to help you think it through — whether it involves a conversation about our services or not . . . I’m at your disposal:
Good Luck and Godspeed . . .