Looking at most B2B marketing, the answer is clearly “no, you don’t.” You do not trust your content to tell your story, grow your audience or sell your solutions. Instead, you put your trust in your outbound marketing and sales process.
Don’t trumpet your content as your communication king, as the key way you connect with your audience, if the real way you connect with your audience comes after they fill out a registration form.
Your content is like the teen that still needs a chaperone, you aren’t willing to send it out on its own yet. And that is ok! [Read more…]