How much content do I need to produce for a marketing automation tool?

by Erika Cannon
[email protected]

Not nearly as much as you think.

If your goal is to have a conversation with your prospects, then why do you think you have to send them outrageous amounts of material to read?

I don’t flatter myself to think that any of my 30,000 contacts are reading every email I send, or every blog I post. I think they know who I am and what I do, and continue receiving communication from me because one day they will need me. I’ve seen that proven when two years after initial contact, a prospect emails me and says – let’s talk. They are ready to talk because they haven’t unsubscribed…because we haven’t sent reams of useless content; rather, just short emails with relevant information on a persistent basis…which we’re able to do because we haven’t burdened ourselves with endless content creation.

Have you shied away from automating your sales process because you think you’ll have to produce copious amounts of content?

Most businesses need very little content.

Did I just say that out loud?

If you have a high value sale with a long sales cycle, the goal is to move the prospect to the phone, not encourage them to read more on a website. Our philosophy is to produce two short pieces of content a month for our clients, and short, personalized templates within our prospecting automation platform, Prospecto®.

Don’t sweat content, because people read very little. Not because it’s not interesting, but because they simply don’t have time to read all of this content that marketing firms’ marketing automation tools are trying to convince you to produce.

You want them to talk, not read, right?


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