#461 The Fairy Tale is Over

Content answers the questions customers have as they're trying to decide if they want to do business with you. Once upon a time marketers ran television commercials and put ads in newspapers and simply waited for the phone to ring. But that was a long time ago.  It was so long ago that it seems like a fairy tale, an expensive fairy tale at that. Today, consumers fast forward through ads and change the station on their radio. They don't want to be interrupted by your marketing. They want to be free to look for information at their own pace as they browse and search online. And they're not just looking for coupons or discounts. They're looking for general information about trends and features, about company personnel, and examples of how your product is being used and what people think about your business.