We have found that there’s a very strong correlation between creating content, especially blogs, and generating inbound. We publish at least one piece of original and unique content every single day 52 weeks per year.
We generate three pieces of inbound every single week day. That’s 15 per week. If for whatever reason we don’t publish a piece of content one day we get no inbound.
This tells me three things. i) people are reading and engaging with our content, ii) that this is the most efficient form of marketing I have ever found – 40 minutes to write a blog delivers three client engagements, iii) if we get to the point where we cannot create that content any more…we’re stuffed!
Content – doing the heavy lifting for sales
Of course, there’s a little bit more to it than that. Some of the enquiries are old relationships we have. Some of them arrive as a result of a tweet or a post on LinkedIn and some of them are simply luck. But content is doing the heavy lifting.
So, our business is based on two fundamental pillars:
- We create lots of good content. Every day we publish a blog.
- We distribute that content consistently. We tweet and post it every day. We make sure that we are maximising the chance of someone just “bumping into” something we have created.
The reason I say this is that DLA is a tiny business. We have five full-time staff. We have a dozen or so support staff and consultants. We have a North American distributor. But we are still small. So, when your organisation is struggling with sales and client acquisition and with 100, 500, 5000 staff you say that you cannot create your own content because you simply “don’t have time” I have no sympathy for you because YES YOU DO HAVE TIME.
You’re just not using your time wisely.
So, if you would like to talk to us about how we can turn your business in to a content machine which enables you to dominate your industry just ask – we can turn it around for you!
Digital Leadership Associates: We are Global Social Media Management Consultancy. We do three things: Social Media Strategy, Social Selling and Social Media Management. Drop us an email or call one of our founders on 00 44 7823 534 557 and let’s talk about how we can make an impact on your organisation.