When you work in sales, in any type of business, even if people forget this and turn everything into processes, the key lies in people. Selling is understanding people, talking to people, persuading people, building a relationship with people, and all of this is also done by people. And what works best in this sense is using the right words at the right time.
Content marketing is the best way found so far to get closer to people and understand them, guiding them toward the solution to their problems and leading them to the purchase in a human way. But only when it is done right! Research data from Demand Metric says that 82% of consumers have a more positive opinion of a company after reading personalized content, 70% of consumers feel closer to a company as a result of content marketing, and 72% of consumers believe they build a relationship with the brand as a result of content marketing. But knowing all this data is useless if the main point is ignored when the content is produced. Content marketing is not about mass publishing, just knowing how to do SEO the right way, or throwing endless market data around as an argument. It is not about following recipes or doing what everyone else is doing. It is about building a real relationship. How many real relationships in your life have you built overnight with 2,000 characters? The content you distribute needs to generate attention, interest, and desire, and lead to real action and sincere engagement with your brand. And, at a time when the market is saturated with shallow content, you need to know that this will only be possible when you have a well-defined DNA, when you know what you are talking about and who you are talking to, when you can convey in every sentence everything your brand, mission, and values stand for. Be more of what people don’t necessarily need, but miss.
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