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October 26, 2012

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Jay S. Fleischman

That calendar-based content generation technique is excellent, but I wonder how to transition that to an industry where prospects buy seasonally based on a limited and exigent need. For example, a Christmas tree seller wants to load the pipeline in November and December. Prospects, however, don't think about Christmas trees in July - so bringing them into the pipeline during that time is all but impossible. Sure, the seller can create content on lawn care in May but that's going to be an inexact match at best. What's the solution?

Dragan Mestrovic

@Jay S. Fleischman

The solution is to be there when they are looking to buy Christmas trees.

The procedure is the same: Create remarkable content (Blog, Pictures, Video, Press releases, Infographic, How-to’s, etc.) and share it in social media, so you become more visible in social media search engines.

This increases your chances that when your future clients are looking for Christmas trees they find your content which leads them to your lead capture pages, more information like an EBook, pictures, video or your newsletter subscription form to register them as leads.

There are indeed a lot of ways to make a Christmas tree business remarkable and findable through inbound marketing to grow their business the smart way.

David Meerman Scott

Jay, Dragan is right. Build content year round so when they are ready, Google has already rewarded you with high rankings.

Campaign Monitoring

I like keeping track of good ideas that just need a better time to be published. You want to capitalize on the seasonality of your business and the buying cycle of your customers. Don't waste your best content when no one is listening!

David Spark

Love this quote: "We believe that permission to have a conversation with buyers is a valuable asset."

You get that conversation by initiating a discussion about something they want to talk about which is NEVER your marketing copy.

I've based my brand journalism business on this model and I can say for my business (http://sparkmediasolutions.com) and my clients, it's been huge.

The aspect I've been working on, and I'm interested to know if you David, or your interviewees, have insight, is creating content for specific audiences within a company. I'll often have clients where sales cycles can take 6 months to 2 years and they'll be six figure sales. Those situations you have many decision makers and each one wants a different conversation. I like the editorial timing discussion in this article, but what about the different audiences within the organization?

David Meerman Scott

Thanks for jumping in, David. As a simple rule, when people think of themselves as different, they need different web content. A parent buying a tricycle is different than a grandparent buying one. But they have to be real distinctions, not made up ones by the marketer. The old "small business / midsize business / large business" thing makes no sense because that is not how buyers think f themselves in most markets.

Randy Guzman

Thanks for sharing this post David.I got a lot of facts from this.

tai aguirre

Very well mapped out strategy by Dragan. He obviously has his figure on the marketing pulse. And he is also a fine teacher of the craft.
http://www.taico.com/blog

Dragan Mestrovic

@tai aguirre
Thank you very much Tai :)

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