I want to underscore that it’s not really about producing either strategic or tactical content. It’s not even about teaching vs. relationship building.
The reality is, a mix of all of it can work extremely well.
The real test is whether you can join the conversation already happening in the minds of your buyers.
If your buyers are mostly concerned with identifying and hiring people to fix business problems (vs. say learning marketing tactics), then that’s what you talk about most.
If they get involved in the technical weeds and want to learn about solving technical problems, then that’s what you talk about.
If they’re the CEO concerned about the future direction of their business and might want to pivot strategically, then that’s what you talk about.
The content you publish can’t be over-generally simplified into one method or another. All that matters is you create content that connects at the current level of your buyer’s thinking.
It needs to speak their language, articulate their problems better than they can, and help them see that you’re the obvious person to help solve their current challenges.
That’s because people are only interested in the things they care about today. The hard part is figuring out what people care about now so you can join that conversation, hold their attention, and eventually, sell something they value.
The better you know the inner workings of your clients’ thinking, the better your content will resonate.
I’ll share some tactical ways you can do that in the next email.