This new buyer’s journey means that, if you’re going to do content marketing right, you can’t be all up in your customers’ business. You need to give them space. That means losing that old marketing muscle memory and stop pushing your product so hard.
Yes, it’s a contradiction: The best way to sell is to stop selling.
A content marketing mindset requires understanding that the best way to sell is to back off those pushy sales messages and allow the prospect to educate herself at her own pace. After all, that’s what she’s going to do anyway. If you’re a Helicopter Marketer, she’ll shut you down and move onto your competitor.
Adopting the content marketing mindset is about taking the long view. It requires that you understand that the relationship with your customers involves give and take, and your company needs to give before it tries to take.