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The Science and Magic of Content Marketing
You want to grab the attention of someone who knows nothing about you. And then, ideally in some automated fashion, you want to influence him or her to desire your product or service. How to do this?
The answer is content marketing. And it is a bizarre alchemy of science and abracadabra.
The science piece is obvious. You create hypotheses about what content strategy will generate ROI. Then you test and measure. You reject bad hypotheses and move on, and you build on your successes. Depending on how geeky you want to get, you can measure dozens (hundreds?) of relevant metrics on your dashboard. You experiment until you can generate new clients profitably at will. Then you scale the business and rule the world. QED.
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