Sales & Marketing Rules & Realities are Changing
David Meerman Scott was the opening keynote at the recent Content2Conversion event in Scottsdale, AZ. Knut Sands of TopRank Marketing did a nice job of reviewing his 4 new rules and realities of sales and marketing:
Understand That the Way People are Buying Has Changed
Educate and Inform
Embrace Real-time Engagement
Give It Away
The one that stands out most for me is “Give It Away”. This is good advice for content marketers looking to grow leads and revenue with their content. However, I wouldn’t give it away entirely.
Create a large piece of content such as an eBook or white paper. This is your gated asset. Then reuse and repurpose this content across many different formats and channels, providing it for free to your audience. Include calls to action within each free piece of content that lead to the gated eBook. For example, Curata created a gated asset entitled The Ultimate Guide to Content Curation. This eBook was then repurposed into a “free” long-form blog post with a call to action leading to the original gated asset.
The process used by Curata is based upon The Content Marketing Pyramid. Learn how to create a content strategy and replicate this process in this 70+ page guide: The Content Marketing Pyramid. (or get the content “free” here)
And certainly check out the full post about David Meerman Scott’s presentation at the TopRank Blog through the link below.
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