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Content Marketing is a Dialogue, Not a Monologue

  • Content Marketing is a Dialogue, Not a Monologue

    by Drew McLellan

     

    Author: Drew McLellanWhat does the phrase “content marketing” mean to you? If you’re like most B2B marketers, when you hear it, you may think of some combination of email campaigns and educational content. And today, most brands use this tandem with gated content as a way to build their email list. And then they tend to deploy an email drip campaign to stay connected with the prospect until they are ready to buy. For most, that works well.

     

    But one of the biggest challenges with content marketing is that all too often, we treat it like traditional marketing. We think of it as a monologue, as a one way conversation. We send out broadcast emails. We produce a blog and turn off the comments. We create an e-book. All effective but not for encouraging conversation. With our content, we have an opportunity to actually use our marketing to connect with a prospect or customer who is willing to actually engage with us. But that opportunity is lost because we dont engage in a real two-way conversation through out content.

     

    In this post, Drew Mc takes a look at one of the three key takeaways from the content marketing trends report from Content Marketing Institute. He gives us his unique insights on this at the McLellan Marketing Group Blog.

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