Sugar hits provide temporary energy and satisfaction, but the benefits quickly fade, leaving you feeling flat. In marketing, the equivalent of a sugar hit is a quick burst of activity, often the result of a lot of effort to create and produce it, that is everywhere for a moment in time.
With nothing to follow it up, before you know it that campaign or content is relegated to being digital tumbleweeds, blowing around the desert of the Internet, never to be seen again. And your business goes back to being invisible.
There’s plenty of good reasons why marketers resort to sugar hits, especially with their content. But in the same way that sugar hits are no way to sustain your energy and body, they also don’t offer much of a contribution to your marketing goals and objectives.
Turning up every month, every week or every day with quality marketing content to engage your B2B prospects and guide them through the often elongated purchase lifecycle is really hard work. It is also very resource-intensive and time-consuming.
Producing content in-house can be all-consuming for your team and prevent them from completing other important tasks. Outsourcing content creation, production and publishing can be a good alternative, but managing a bunch of service providers or freelancers can be just as time-consuming, with no guarantees of quality.
B2B marketers understand the need to use content as a silent salesperson, there throughout the entire purchase cycle (which can take a number of years) to ensure prospects know what you can do for them when they are eventually in buying mode.
To avoid the inevitable sugar high and eventual crash, content needs to be ‘always on’. You can’t be everywhere all the time, but you can avoid the highs and lows of random acts of marketing and content creation by committing to an effective and sustainable content program that keeps your products and services front of mind for the people who matter.
Regular and consistent content production and publishing is the holy grail for B2B marketers. But it can feel out of reach. Maybe you think it’s too hard to maintain production of quality content, or maybe you think it’s too expensive. But unless you find a way, you are destined to be stuck on the rollercoaster of sugar hits and sugar crashes. And that’s not good for your business, or your health.
The good news is there’s a simple, affordable and hands-off way to enjoy ‘always on’ content creation, production and publishing that guarantees quality output and extreme visibility for your business, products and services to prospects throughout the entire B2B purchase cycle.
We like to think of a good marketing content program as similar to a stream. Flowing constantly and freely, always refreshing, and contributing to a healthy ecosystem. A stream is not daunting to wade into, doesn’t flow too fast, it isn’t scary or deep, and it is not too wide and shallow. It’s just right.
Take a dip in The Content Stream to see for yourself how refreshing and invigorating it can be, and how it can keep your message in front of the people who matter for as long as it takes them to buy.