Where basic ‘push’ or ‘outbound’ advertising is today’s equal of a cold call shudder; content material advertising or inbound advertising and marketing as it’s also called is its open, honest, sociable and admittedly more astute cousin. We’re not arguing that outbound has a spot – it most absolutely does. Done well, it takes the essence of content advertising and adds the client with something positive – a conception, feeling or idea for example. Think about the John Lewis Christmas TV ad. It’s all about making a memorable feel, a warm glow – they are not looking to sell trampolines mainly.
There needs to be a mix. 80:20 to be true. Spend 80% of time chatting with prospects about topics which are relevant and fascinating to them and 20% speaking about your items and services.