Content Marketing is Aligned With the Modern Buyer-Seller Paradigm

The seller-buyer relationship has shifted since the advent of the World Wide Web, and even more so since the advent of Google. Before 1993 (the invention of the WWW), sellers used to be able to promote their wares through “interrupt” marketing like advertising, cold calling, and even door-to-door selling because the buyer had no other way to engage in a buying process. Today’s buyers have Google and the entire World Wide Web at their fingertips, and the engagement process is driven by them, not by sellers any more.

The new seller-buyer paradigm looks more like this:

• The vast majority of purchase decisions begin with a Google search
• The seller-buyer power relationship has been upended completely. The traditional marketing assumption that the seller must find buyers has been replaced by a new model where the buyer has all the power, all the information at his fingertips, and will find the seller before the seller finds him
• The willingness to be sold to has decreased to almost zero, while the desire and ability to actively research sellers and choose who may “be invited to” sell has become the norm.

Content marketing is aligned with the new seller-buyer paradigm. It doesn’t interrupt with an advertisement or telemarketer’s call. It doesn’t rely on a prospective buyer getting on an airplane to travel to a trade show. And when done correctly, it delivers the “right information” to the “right target” at the “right time” (i.e. when they are beginning their evaluation on the Web rather than when they’re already selecting vendors)

Learn more in the white paper, Seven Ways That Content Marketing Improves Lead Generation Results, available in the WinGreen Marketing Systems Resource Center at www.wingreenmarketing.com/resourcecenter.aspx