Wednesday, October 26, 2011

Content is Queen, Conversation is King

Content has stepped down from the marketing throne and handed the new sales crown to it's rightful owner -- conversation.

For years, content was king. Content was the key to any successful website, service, product, or offer. Without content, you were just a salesman with a sales pitch. And that sales pitch was all-too-obvious to customers. An easy way around the cold calls and sell sheets was to create content that drove people into the funnel on their own. This funnel then filled with self-selecting interested customers -- if they liked your content they more than likely would like your offer -- who quickly moved through the funnel from lead to opportunity to sale.

Creating interesting and relevant content WAS the easiest way to generate leads and drive sales.

But now, conversation is king. Though content is still just as important as ever -- conversation is even more importanter than ever.

Conversation is simple by definition. It's the act of having meaningful conversations with customers and prospects. And not just over the phone or in person at conferences, conversation now occurs online -- on social networks.

The same social networks that once depended on interesting content for sharing and liking -- now need that content to generate interesting conversations. Without interesting conversations, your content and offer get lost amongst the clutter.

Most social networks and search engines today depend on algorithms that are smart enough to not only find what's relevant, they also know what's interesting. Interesting content leads to interesting conversations. And without interesting conversations, you'll just roll down the feed and disappear like crap in a toilet. Don't create crap!

Today, everyone is online. And everyone is creating content. Not everyone is generating interesting content that leads to interesting conversations. And therefor, you're not reaching everyone.

The surest way to reach the masses today IS to create interesting content that leads to ongoing conversations which stays relevant longer.

Today, conversation is king!

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