Conversational Marketing Is Replacing Traditional Inbound Marketing | The Copy & Content Podcast with Jon Cook, Presented by Keynote Content

Copy & Content with Jon Cook: For Speakers, Coaches, and Experts Who Actually Give an 'Ish'...

As we look at the landscape of marketing, a big question is “How do we make that transition to where our audience knows we are more engaged, more in tune with where they need us to be so we can serve them better than ever before?"

Now, I read an article "The Ultimate Guide to Conversational Marketing (+Examples)" that came out yesterday on WPForms by Lisa Gennaro. I think that's how you pronounce her last name. So Lisa, my apologies if I somehow messed up the pronunciation of your last name. But it's an amazing article talking about conversational marketing. And this has been a concept that's been around for a couple years now that's really started to gain traction, because picture this idea of you are at a dinner table or at a party, a Thanksgiving dinner, or you're at a cocktail hour and you're talking with different people, and then they ask you three or four questions in a row and they don't give you a chance to respond. They just start talking, talking, talking, or they ask you a question and they give you just an explanation, all things concerned about that topic or about that idea.

Then, you're going, "Well, wait a second. You didn't take the time to listen for my response. You just want to give me this information. You just want to give me all these amazing details and stories. That all could be great and interesting, but you didn't listen. You didn't pay attention to what I wanted to share with you about what's important to me to actually answer the question that you asked me in the first place."

So it would be rude to interrupt with them giving you that answer and saying, "Oh, you do have interest in this. Well, let me tell you about this opportunity, about this trip." And you're going, "Well, wait a second." It seems like it's rushed. It seems like there's just this flow of information coming out and it doesn't really feel like a conversation. It would be a weird dinner party, right? It'd be a weird cocktail hour.

And that's why there's this shift that's happening on the conversational marketing side, out of a more traditional inbound marketing. Think about traditional inbound marketing. Your traditional inbound marketing has where it's inbound, is typically blog articles, podcasts. It's all very content-based. It's giving great content out there. And it's amazing that content marketing is out there and it's giving people the answers they're looking for through the search engines, through Google. They're saying, "I'm looking for a podcast that talks about this," "I'm looking for a website that answers this question," or whatnot.

And on the inbound side of things, it's saying people are inbound into your website based on what they found on Google or other search engines, through smart home devices, Alexa, Siri, whatever it might be. They're coming to your website and they want to know, "You have what I think is the answer to, but I want to know if this is the right answer, not just for this question, but for my question."

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Being an expert doesn't mean you automatically have an audience, especially with so much noise in the digital marketing space. You need to break through the noise and establish your message as a rising thought leader in your industry. Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. If you want greater clarity and even better results with your message, visit workwithjoncook.com.