Journey or Destination?
Content Marketing. We’ve been bombarded with information on what this is, why we need to do it and how best to create content that works.
What we haven’t done, though, is talk about how content marketing — when done right — takes us back to a time when the world wasn’t moving at the speed of light. When people did business based upon relationship and when relationships were built over a period of time.
Adam Franklin, partner with Toby Jenkins in the Australian web marketing agency, Bluewire Media, thinks a bit differently and has the success stories to back it up. He says when it comes to content marketing the key point to remember is to, “help people solve their problems and gradually take them on a journey to doing business with you if they’re the right fit.”
As you do this, you take people with you on the path towards creating trust. Trust eventually leads to people becoming customers. The “gradually” is what stands out to me. Time and again, when Adam speaks about marketing in the information age, he refers to what I would consider old-fashioned values.
When thinking about Adam’s description of “journey”, I like the idea of it being something that takes time.
In today’s world, marketing has changed. The entire speed of life is such that as Adam says, “the goalposts” are constantly moving. As marketers, it can be hard to keep focused on the journey a customer takes to find, and then decide, to interact with you. With a focus on always moving forward or finding ways to capture attention, we can make the mistake of focusing on the destination we want our customers to take and not their journey toward relationship with our business.
If looking at content marketing as part of a journey instead of a new gimmick is something that appeals to you, you can listen to the rest of Adam’s thoughts here.
In the meantime, what do you think? Have you found a way to create content that takes people on a journey rather than focuses solely on the destination you want them to arrive at? Are the two mutually exclusive or do you think, if you shift your approach a bit, they can actually compliment each other? I’d love to hear your thoughts.