Business Strategy - Goals, Content, Targeting
"There is no more content marketing, only teaching and entertainment."- Dennis Yu
From Dennis Yu: "Content is what marketers push upon unwilling consumers. "Courses" and "entertainment" are what consumers willingly pay for to consume. *** Your favorite novelist doesn't produce content. *** Your favorite musician doesn't produce content. *** Your favorite movie studio doesn't produce content. Change your perspective as a business to get customers and clients to WANT to hear what you share. And the core of inbound marketing is an authority that comes from a trusted organization, the trusted people in your vertical, and the trust of your proven expertise. So never explicitly be in sales, though you're always selling. Never be a content marketer, though you're still producing stuff that drives people down the funnel. Put yourself in your client's shoes.... Would you rather talk to an account manager (salesperson, bizdev, or synonymous role) or an expert authority on something you care about?"