The year was 1983, and my primary business tool was a phone. Not a rotary dial, but it might as well have been compared to today’s technology. Fast forward four decades, and I’m using LinkedIn to attract clients and build relationships that lead to calls or Zoom meetings. However, what fascinates me is that while the tools have changed dramatically, the fundamental process remains the same.
The approach I used to securebusiness 40 years ago bears striking similarities to my approach today. The core principle remains unchanged – creating experiences that make people want to reach out to you.
The Content Misconception
Many professionals misunderstand what content marketing truly is. They pour hours into crafting the “perfect” blog post, video, or podcast episode, then wonder why it doesn’t generate business. I’ve learned through decades of experience that content itself isn’t the primary driver of success.
The real magic happens in how you promote that content.
Think about it: You can create the most insightful, valuable piece of content in your industry, but if nobody sees it, what’s the point? This revelation changed my entire approach to marketing.
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One Piece of Content, Multiple Promotional Opportunities
The strategy that works for me is taking a single piece of content and transforming it into multiple promotional assets across different channels. A single article or video can become:
- A series of LinkedIn posts highlighting key points
- Several tweets with different angles on the same topic
- An email newsletter feature
- A discussion topic for online groups
- Short video clips for Instagram or TikTok
Each of these promotional pieces is tied back to the original content, thereby maximizing its reach and impact. This approach has transformed my content marketing effectiveness.
Building Relationships Through Digital Channels
Social media platforms like LinkedIn have become my modern-day telephone. They enable me to connect with potential clients, showcase my expertise, and initiate conversations that ultimately lead to business relationships.
The goal isn’t to sell directly through these platforms. Instead, it’s to create enough interest and trust that prospects want to take the next step – whether that’s a phone call, video meeting, or in-person conversation.
This process mirrors how I built my business in the 1980s, just with different tools. Back then, I would share ideas and build credibility through in-person networking, direct mail, or printed materials. Those touchpoints would lead to phone calls, which could develop into business relationships.
The Content Experience
What I’ve found most effective is creating what I call a “content experience” – a journey that potential clients can take through your expertise and ideas before they ever speak with you directly.
This experience might include:
- Reading your thoughts on industry trends
- Seeing how you solve common problems
- Understanding your unique approach
- Getting a sense of your personality and values
When done right, this content experience makes you feel natural and low-risk. The prospect already knows you, trusts your expertise, and believes you can help them.
The More Things Change…
Technology has transformed how we communicate, but human nature remains constant. People still want to do business with those they know, like, and trust. The platforms we use to establish trust have evolved, but the fundamental need remains unchanged.
My advice to anyone struggling with content marketing is to shift your focus. Don’t obsess over creating more content. Instead, develop a strategic promotion plan for the content you already have. One exceptional piece of content with excellent promotion will outperform ten pieces with minimal promotion every time.
The business development approach that worked for me in 1983 still works today because it’s built on timeless principles of relationship building. The tools have changed, but the human connection at the core remains the same. Focus on creating content experiences that make people want to pick up the phone – or send that Zoom invitation – and you’ll find success in any era.
