One of the oldest, and creepiest, adages about the value of content marketing is that you can’t ask someone to marry you on the first date.
Weird as it might feel, there’s a good reason this metaphor has held sway. A marriage is a serious and high-stakes commitment, and nobody wants to enter one without truly feeling like they know and trust their future partner.
In the business realm, purchase influencers and decision makers are under huge pressure to get it right. It’s not enough to understand the product, its price, or its features. Buyers want to believe in the brand and the people behind it.
Increasingly, significant business purchases need to be buoyed by a strong relationship. (The non-romantic type, to be clear.) Smart and strategic content marketing is how those relationships are built.
