
In the 1989 film Field Of Dreams, Kevin Costner plays a farmer who hears a voice in his head advising him “if you build it, they will come.” He does what he is told and clears out some of the crops on his struggling farm to build a baseball field. “They” do indeed come. Ghostly baseball players emerge from the cornstalks to take the field. Costner’s long-dead dad comes from the corn to play a game of catch with him. And the final aerial shot shows a line of cars (presumably baseball-loving admission-paying spectators) making a pilgrimage to Costner’s baseball field.
“If you build it, they will come” has become a mantra for content marketing. Create valuable content and your prospects will find you, and they’ll show up ready to sign purchase orders. But marketers know it is a lot harder than that. It takes a lot of planning & preparation, disciplined execution, and collaboration across marketing & sales teams to make content marketing work and to convert it to business.
Here’s an example of a good content marketing campaign we created at SDL. Continue reading →
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