This article presents a simplified flow for marketing content that focuses on finding people that are actually interested in purchasing your product or service. This is the basic structure the author presents:
- Create a valuable piece of industry specific but general information (such as a white paper document or a webinar)
- Use the contact information gathered from this content to offer more specific information without being an advertisement such as addressing a problem in the industry your product solves
- For those that engage offer more product specific information and engage through sales and marketing.
The most important aspect of this model is to provide valuable content and not attempt to sell anything until the user engages with content that shows they are open to buying your product or sales.