The Problem With Marketing Today
The world is getting faster. Marketing messages change in the blink of an eye. Marketers answer the problem of clutter in traditional outbound marketing by doubling and tripling their output, only increasing the interruption and adding to the clutter. Inbound marketing, while not interruption-based, still competes for your attention. The use and execution of typical outbound and inbound marketing workflows are growing at a fever pitch.
A Content Vacuum
While marketers increase the speed of their marketing cycle in an effort to increase influence and engagement, the message becomes diluted, and their story becomes weak. With the growing instances of marketing messaging, industry leaders predict that a content vacuum is on the horizon. Some say that the lack of professionally prepared content is just one reason why marketers feel the need to increase their messaging across all channels.
Marketers Are Missing The Point
We think marketers are missing the point. When consumers started blogging about their likes and dislikes, everything changed. Conversations go on for days, weeks, or even months about the veracity of a particular product or service. One-way messaging of either the inbound or outbound sort is ignored, not because of the clutter, but because it’s not engaging and doesn’t encourage a two-way dialog.
Control The Conversation
To be effective, marketing content must be engaging and encourage conversation. Professionally created content can actually control the conversation and increase the instances of consumer buy in and acceptance.
Conversation Is King
At PULP, we believe the future of the successful marketer lies in content that increases conversation, no matter what their objective. It should should be compelling without being too high level. It should engage by educating. It should include all the elements of a story to create conversations that engage the prospect in a relevant way. The story should be authentic enough to be seen as fact, but flexible enough to reach all your marketing segments with few revisions. It should be continuing, with multiple virtual chapters to continue the conversation over time.
Content Creation: Not For Everyone
For your story to be effective and create a conversation, you need a special kind of partner. One that takes the time to understand you, your business, and your business goals. One that does the research required to understand your customers and prospects. One that starts by asking questions.
We start with one: What’s your story?