Life Transitions Case Study: A Time to Sell or Educate?
Since the concept of “content marketing” seems hot these days, here’s a mini case study that illustrates the difference between a content-marketing web approach (educate through content, then sell) and a traditional approach (sell, then educate, maybe).
I zeroed in on what I call life-transition or life-event content. Insurance companies have for many years published information [...]
“Content Marketing” . . . Where Have You Been All My Life?
There’s been a lot of talk lately about “Content Marketing.” So much so that I’ve been wondering whether CM might become just another fad . . . what blogs were before tweets hit the fan.
But I think the CM concept might have wings. That’s because CM rests on some timeless principles:
Potential buyers need information before [...]
