A PROSPECTING STRATEGY FOR THE KNOWLEDGE ECONOMY
The newest communications channel, the World Wide Web, has created a renewed awareness for the importance of content to audiences, markets and individuals. The Web has shown us that content facilitates interactivity, a priority for marketers.
Compete with ContentTM strategies gain the awareness of prospective purchasers with non-promotional, valuable content. Then in exchange for more content, prospects yield information that qualifies them for a continued selling effort.
Compete with ContentTM is a strategy for engaging prospective decision-makers in competitive business-to-business markets. Content is information of value to prospective purchasers and a Compete with ContentTM strategy develops and uses that information to interact with prospects and to learn more about their needs and qualification criteria.
Traditionally, objective content has been the domain of public relations, while promotional messages and benefit statements have served advertising and direct marketing. Effective integrated marketing communications (IMC) and relationship marketing can blur those distinctions by using content in several different channels. Compete with ContentTM simplifies the IMC and relationship marketing effort for positioning and creative implementation by focusing marketing communications on company expertise and knowledge.
Today?s economy places a greater value on the intangible content assets of information, knowledge, and expertise. In addition to product positioning in a category, contemporary firms use this ?intellectual capital? to differentiate their products and services. This approach is more in line with the market perception of today?s informed, professional decision makers; a market perception which can often be close to reality. In many markets content also brings a much needed dimension of credibility to product or service positioning.