Wednesday, May 30, 2012

So Much Content, So Little Time


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In the world of content marketing, we are used to hearing the phrase, “Content is King”.  Although I wouldn’t argue with that statement in theory, one of the problems now is that there is so much content out there, how do you find what you are looking for and what is most meaningful to you in a reasonable amount of time?

Tell me if you can relate: you have a twitter feed that you check multiple times a day, you use Google alerts, you check Facebook, LinkedIn, RSS feeds and the plethora of news sources all for content you think might help you do your job more efficiently. “Efficiently” being the key word.  Is your process truly efficient, meaning a good use of your time and the company’s money?   For marketers this means discovering relevant topics that you can share with leads and clients and developing the right campaigns to drive more business.  For sales this means narrowing in on the right prospects to begin the sales cycle.  It can seem overwhelming, even if you are like me, and have processes in place to consume all this content. 

It is both, incredibly exciting to live in a time of mass content consumption, and also can be littered with a lot of BS (if you don’t mind be saying). But, either way, it is now part of our jobs in marketing and sales; we must stay tuned in to all the platforms that allow for this diaspora of information or we risk latency or worse, irrelevancy. 

Ever hear the phrase, “Necessity is the mother of invention”? For me, I have learned to function with this influx of content and my limited time, by using event triggers to see what is happening in the companies that I care about.  I use that information to provide the right messaging to the groups I am interested in targeting.  This means fine-tuning all the content into the filters and triggers that I care about—eliminating the BS.

Trigger data about specific companies allows you to focus in on their events in order to narrow in on relevant event data, and in turn, decide what messaging you want to push out in your lead’s direction.

There is a difference between informative content that can help you get a pulse into the sense of the business sector you are interested in, and there is actionable content that lets you narrow in on companies that have pain points in tandem with your products and services.  Event data actually helps with both: allowing you to see the temporal events and content that have occurred in the companies that you track, as well as giving you the context you require to decide what to action on next. 

What’s the take away here?

Time is truly of the essence. First, we could all use a whole lot more of it, but hey, it probably isn’t going to happen.  So… using event triggers gives you your 30 minutes back, so you can get back to marketing and selling.

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