Okay, we’re all agreed that it’s difficult to get in the media, right? We also accept that, in the age of Google and social media, it’s probably a good idea to produce your own articles, videos, images and social media posts. That’s how potential buyers will find out about your product or service.
But what no-one ever really says is how it actually works.
Here’s the secret: you can’t talk about yourself (or your company or products) until you earn the right…until you grab your potential buyer’s attention. Even when you’ve done that, you still need to get them to appreciate you…then to understand that you might just have what they need.
It’s a gradually deepening relationship and you can’t skip any of it. You can’t cheat. We call it the Know-Like-Trust continuum. The sale comes in the ‘trust’ part.
Here’s another secret: to create a healthy customer journey through that continuum, you need to create different types of content, distributed in different ways at different times.
Here’s how it actually works. [As an aside, please fill out the subscriber form at the very bottom of this page if you want Foco’s ebook on how to build a content strategy].