Why You Have To Be Patient Using The Content Inc Model by Joe Pulizzi:
Why You Have To Be Patient Using The Content Inc Model by Joe Pulizzi:
I was extremely lucky to have the opportunity to interview Joe Pulizzi for the second time recently.
Joe is extremely knowledgable on content marketing and his most recent book, Content Inc. where he shows you how to use 6 steps to succeed with Content marketing.
In this segment, Joe talks about being patient when it comes to Content Marketing.
Chris Hamilton:
Why do people need to be patient with the content inc model?
Joe Pulizzi:
It takes time to build a loyal audience. If you look at how most businesses are creating content, let’s say they’re trying to drive leads, they get that lead in, they create an e-book, some gated piece of content, they get the lead and they try to extract value from that lead immediately, which is not the right way to do it.
What we really want to do is we want to create so much value for our audience, build that audience over time and then once they know and trust us, then we can extract that value, then we can profit from them. Then you can drive your products and services or whatever those are and we’re so in a hurry to extract that value, we might actually be hurting that … We probably are hurting that customer relationship. We just think about the way media companies have done it for-since the dawn of time, you end up having this allegiance toward this media brand or toward this company that’s delivering you value.
What we found out with all the case studies is is that once that’s done over a period of time and generally it takes over 6 months to do that, they pretty much will buy whatever you put in front of them because they trust you so much. But we’ve got to get to that point where we’re at the level of trust and you’re just delivering that much value without selling yourself as most companies do. It’s all that bate and switch like, “I’ll give you this really good piece of content but I’m going to sell you. Here comes the sale.”
I hope you enjoyed this.
If you have any comments, please leave them below.
Chris Hamilton
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