I mentioned in my last blog post that marketing is the process of starting conversations with the people who might want to buy what you’re selling. Those conversations might start through your networking, your brochures, your magazine ads, your participation in conferences and so on.

Or they might start by way of the content your company produces and posts online— content that invites people to come and work with you. Your online content is informational rather than blatantly “sales-y.” And it has at its heart a real respect for potential clients and the fact that they need to do a lot of research before they are willing to engage in a conversation with a potential supplier.

Your content is a way of building trust, credibility and likeability with the people you are ideally suited to serve.

Every content marketing program is different and my team and I take care to ensure that we develop a highly customized solution to your unique content marketing needs. But each project we build represents a kind of online matrix that has any number of components that might include:

• a website redevelopment
• a blog
• a newsletter
• a content development program
• an email marketing campaign
• a social media marketing and training campaign and/or
• a social citation component

Although we always start out with a finely crafted strategy to guide our efforts, there is a certain amount of “building the plane as we’re flying it” as we learn more about an organization’s customer base, its online infrastructure, and the unique challenges of communicating with customers. We are continually refining our efforts to get better results.

My team and I exist to support the sales team. Members of the sales force have their boots on the ground and if anyone has a suggestion for improving what we’re doing then I really encourage you to get in touch with us so we can help them start more conversations with the people they want to reach.

We keep track of all the content we produce (and, by the way, we never post anything online that hasn’t been approved by company representatives) and we pass the information about the content along to the sales staff so they can point their prospective customers to the work we’ve been doing.

We also track our results: where there is an email campaign in place, we use analytics to see what’s working, what needs tweaking and what is just not getting the traction we want. We are after results, and it can take some time to get them – but patience and consistency are always rewarded.

Does this sound like something that would benefit your organization? If so, then let’s have a conversation about it. You can book a free consultation with me at www.meetme.so/susancrossman. Or email me directly at susan@crossmancommunications.com. Let’s see where you are and where you want to go and perhaps get busy on developing a roadmap for you. It’s a straightforward process – and it works!