A few years ago, we wrote a post titled “Content Isn’t King—Relationships Are!” in which we unpacked the popular—yet, in our opinion, very misguided—belief that the most important way for a company to increase its business is to create and disseminate content.
This “if you build it, they will come” philosophy works just fine in movies about constructing baseball diamonds in the middle of cornfields, but doesn’t really hold water in the real-life business world. Content alone won’t build your business. Sure, it can be a great door-opener, and sometimes it’s the only door-opener to relationship-building opportunities with clients. But if you want to go beyond attracting someone’s attention, you need to do a lot more.