Your End Point: Where This Is Taking You (and your company)
No marketing agency, CMO, or digital marketing manager has ever said that they have too much content.
Few Sales leads have ever been happy that they have the right content, or enough of the right content, from Marketing.
That Tom and Jerry bickering has been around forever, and can now change.
Just imagine having enough great content, and knowing that it is the right content.
In fact, imagine knowing that you have more than enough of the exact content that your audience is already looking for.
And imagine discovering that you can get this content in front of that exact audience, quickly and forever.
Plus, imagine knowing that, if you do this effectively now, you are locking out your competitors, short term and long term. Niche by niche. Market by market.
None of this happens without a small, but significant change in how you look at your organisation and how it operates this digital world.
Earlier, I introduced Gary Vaynerchuk’s quote, “we are all media companies now”. Where we are taking you is a place where “content” is something that you all create.
Sales is no longer dependent on Marketing to create everything.
Nor is Marketing the sole owner and controller of the brand.
There are definitely behavioural changes to make, as we address in Chapter 6.
Make those changes and you speed up the adoption of today’s innovations - by that, I mean your products and services.
Establish a culture of content creation and your speed to market rockets. You now have the ability to create relevant, up-to-the-minute content, at scale. You can get it to your exact target audience. So your sales cycle shortens.
This has to be attractive to any organisation.