Whether it’s that job opportunity, by chance meeting someone famous, or just catching the earlier commuter because you were there at the right moment, timing is everything. This holds true for content marketing and sales as well.
I recently received an announcement. It read:
“Company A earns XYZ Award!”
The press release, delivered via email, made my internal dialog remark, “who cares?” I didn’t and don’t days later. Their award has no relevance to me. At this moment I have researched what the company is offering, but I’m also looking at other research to educate myself. So at best I’m at the top of the sales funnel in thinking about a purchase.
I really could care less about the company, and this self-promotion is just clutter. If I was deeper in the funnel, starting to think about a vendor to buy from, this award announcement would be very relevant. It would solidify that I’m making a good choice. It provides that 3rd party credibility we all seek when making a purchase.
Timing Creates Relevance
The timing of the delivery of this announcement is everything. What you say and when you say it to a client or prospect is a big factor in how useful that information is to them. Think about the information you want to deliver and what is the purpose of that content at the point of delivery. Then determine the best moment for delivery; is it the beginning of the funnel, the middle or the end?
Knowing this will help you be more relevant and build credibility, not to mention leads.