One way of looking at marketing has been to create content to draw people in. An extension of this view of marketing would be to expect that creating more content will create more demand. This isn’t necessarily the case.
In his article, “The Future of Marketing Is Organizing Behavior,” John Jantsch at Inc. suggests that we can look at marketing in a different way. He says marketing today is about guiding a customer through a journey that the customer wants to take. Jantsch has identified seven behaviors that most people want to want to experience on their way to becoming loyal customers. They want to: know, like, trust, try, buy, repeat, and refer.
Click here to get more details on how companies can deliver on creating an environment that drives behavior that buyers want to experience.