The Internet has disrupted the traditional sales process, allowing the prospective customer or client to begin on their own terms via search and social media.
This means savvy marketers must adapt to the informationempowered prospect in a fashion that more resembles courting than it does selling.
When someone has a problem or desire, what they’re really contemplating is a journey of transformation, whether large or small in scope. The job of the content marketer is to mentor – or coach – the prospect through this journey, and at some point your product or service becomes a necessary and desirable way to complete the journey.
Thinking of the content you produce as coaching advice is especially apt. The word “coach” derives from kocsi, which is Hungarian for “carriage.” Your content is the vehicle which carries the prospect on their journey of transformation. This means savvy marketers must adapt to the informationempowered prospect in a fashion that more resembles courting than it does selling.
Content marketing starts the sales process in a way that doesn’t leave the prospect with the feeling she’s been sold to. Further, great content differentiates you from the competition in ways that traditional features and benefits fail to in a cluttered marketplace.
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