In traditional mass-media advertising, you sell to strangers.

A large media company rents you a huge collection of nameless people, and you give the same message to all of them. You can try to be selective about which audience you rent, but in the end, you have no control. You cannot be sure if they like you, or what you’re pitching to them. The media company manages the relationship, and has a vested interest in keeping you from getting too close to their audience.

However, when you start to see the power of the Connection Economy, you quickly realize that you get the choice of selling to strangers, or selling to friends. Your friends are people who already know you, trust you, and would love to know what you are coming out with next.

With intelligent content marketing, you can build and grow an entire business around high-quality, high-profit relationships with your ideal customers.

It’s your business; who would you rather sell to? [Read more…]