Published on June 26, 2015 by Boris Kraft
I’m not the first one to come up with this concept, but people really seem to like the journey I describe from content through conversation and finally to conversion.
The three Cs have been mentioned before, but often people talk about curation and context, at the expense of conversation and conversion. The difference may be because content has been traditionally seen from a publishing point of view. There’s no denying that we want to create engaging content. But I think what’s interesting is that great content is not an end in itself. Traditional publishers create compelling content to attract readers, but content marketers should be using content as a hook to drive in prospects.
That’s why analysis plays such a big role in creating effective content. You need to look at which types of content are actually being converted into sales. That’s not a quick process, and that’s why it’s also important to focus heavily on developing a conversation with customers and prospective customers. According to Salesforce, It can take up to 8 touches to generate a lead that sales can work with.
I hope you enjoy my article, and look forward to your comments.
Image: Creative commons image by Pink Sherbet Photography is licensed under CC BY 4.0.
Boris Kraft has been creating and selling software since the age of 16. He is the Co-founder and Chief Visionary Officer of Magnolia. Boris is a member of the European CMS Expert Group and an experienced speaker and panelist. Boris is also a prolific writer: He likes to blog about all things Magnolia and regularly publishes articles in online and print magazines as well. He is a regular contributor for CMSWire. When’s he’s not thinking about the future of content management in Magnolia’s Basel headquarters, he loves to go sailing on Lake Lucerne, skiing in the Swiss Alps or admiring art around the world.
See all posts on Boris Kraft