The Big Shift: Connecting with Content

The content marketing “movement” is changing the face of communications and causing confusion among millions of small business owners. The psychology behind the entire notion takes some getting used to, especially for those salespeople who are still living the Dale Carnegie mantra: “Close early and close often.”

“What is going to rule the day, in this age, is unique content. Thus, start each day by asking yourself, ‘What are the questions that we think people are going to be asking about (whatever).’”
— Steve Capus of NBC

What’s changed?

Because of the massive amount of research data that is available to today’s buyer, there is less room for standard sales rhetoric (full of vague assertions). Today’s emphasis is on educational tools: white papers, blogs, webinars, essays, forums, presentations, videos and even interactive, customized games. (That’s called “edu-tainment.”)

The goal of good content is to “engage” buyers while equipping them with just enough information to help move forward confidently with a purchase commitment. In creating content, you must balance “being educational” with “being interesting.” If your educational content is too technical, the buyer will be intimidated. If it’s generic or clichéd, you’ll won’t score any credibility points.

Creating compelling content requires a different mentality than the typical salesperson’s “hunter” worldview. Salespeople must think more like a magazine publisher than a rainmaker. That’s a big shift.

If you succeed, you become the chosen vendor.