This past week I have been discussing various aspects of content marketing on my blog. While this is a “hot” online activity, I see a lot of random content without a purpose on the Internet. That explains why I felt compelled to emphasize the need for a content marketing strategy, use of best practices and consistency.
Last week I got a call from an existing customer that I have been encouraging to embark on a content marketing plan. Ms. B has been reading my blog she said. Always good to hear that! Now imagine my disappointment when she said she’s considering buying a new content marketing software product she heard about. “Does your WSI virtual factory have something like that?” she wanted to know.
That shook me out of my temporary disappointment and I explained to Ms. B, first, that WSI has its own proprietary virtual e-marketplace, but it does not qualify as a factory. Quite the opposite in fact; we don’t believe in cookie-cutter, off-the-shelf, plug-and-play, one-size-fits-all solutions for content marketing. I then went on to stress the importance of the human factor that has the utmost priority in online marketing of any kind. Automation may reduce time to market and streamline some processes but it is not and will never be a substitute for skilled and knowledgeable human beings with experience.
Yes, it’s true that a machine or a software product can do some really wonderful things. But as long as your customers and your target audience are people, they want the comfort and confidence of dealing with other people. If you’ve ever wondered why you get blank voice mails or why folks hang up the phone when they get your answering machine, that’s probably one of the main reasons. You can’t completely trust a machine in the same way you want to trust another human being.
Content marketing is about thought leadership, adding value and building lasting relationships. Ms. B was convinced. I’m meeting her soon to discuss a content marketing strategy for the New Year. And just out of curiosity, I’m going to look at the demo of this content marketing software with her! If I find something exciting, I’ll be sure to write about it on my blog.