Should your content generate leads or relationships – Schaefer Marketing Solutions: We Help Businesses {grow}

There are two content marketing camps. Should your content generate leads or relationships? A discussion of both views.

Source: Should your content generate leads or relationships – Schaefer Marketing Solutions: We Help Businesses {grow}

One of my digital marketing profs from Rutgers, Mark Schaefer, wrote this gem (although he writes a lot of gems).  I like his approach here–and it’s one that’s a big part of what I often say is the role of social media as well–is that content is to form relationships. You can generate lots of leads, but if those leads don’t turn into relationships, then they are worthless.  Social media, I’ve often argued, is one of the means of conversation in the relationship between customers/clients and providers.

What do you think about Mark’s take on this? Include your comments below.

–TechCommGeekMom

About TechCommGeekMom

Danielle M. Villegas is a technical communicator who has recently started her own technical communications consultancy, Dair Communications. She has worked at the International Refugee Committee, MetLife, Novo Nordisk, and BASF North America, with a background in content strategy, web content management, social media, project management, e-learning, and client services. Danielle is best known in the technical communications world for her blog, TechCommGeekMom.com, which has continued to flourish since it was launched during her graduate studies at NJIT in 2012. She has presented webinars and seminars for Adobe, the Society for Technical Communication (STC), the IEEE ProComm, TCUK (ISTC) and at Drexel University’s eLearning Conference. She has written articles for the STC Intercom, STC Notebook, the Content Rules blog, and The Content Wrangler as well. You can learn more about Danielle on LinkedIn at www.linkedin.com/in/daniellemvillegas, on Twitter @techcommgeekmom, or through her blog.
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One Response to Should your content generate leads or relationships – Schaefer Marketing Solutions: We Help Businesses {grow}

  1. Larry Kunz says:

    That’s a great article, Danielle. Thanks for pointing me to it.

    The proof is in the pudding: HubSpot has never been profitable, and Mark is generating 100% of his business through relationship marketing. I’d say that you were very fortunate to have had him as a teacher.

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