Why you want recent content — Kelford Labs Daily
So you can link to it.
A couple weeks ago, a newsletter subscriber emailed me about a challenge with his marketing.
He spelled out the problem and then asked, “Do any of your past missives come to mind, that I can re-read that might deal with this?”
I sent back a specific newsletter, and he replied with excitement to read it and give it some thought before we talk again.
A few days later, a friend reached out with a question about his father’s business and how he was handling inbound leads.
I sent back a few issues of the newsletter on the topic, and he replied with, “Thanks a lot, I love that you can just send articles based on, like, any marketing related question!”
Having a wealth of content on your area of expertise is one of the ways you can coherently connect your ideas to the real world.
Because when people have questions, you have something immediately available to help. Something you’ve already thought about, already written about.
Which shows that your grasp of the world is strong, that your ideas clearly connect to the world in which your ideal prospects operate.
But when our content is old, sporadic, or off-topic, we don’t find ourselves linking to it very often.
In fact, I’ve known consultants who, when prospects say something like, “I was just reading your blog,” they bristle.
Because how old was the post they read? What was it even about? Did it help or hurt their case?
For content to connect with our audience, it must connect to their world. It must be relevant, ideally recent, and related to their own experience.
Otherwise, it won’t connect with them. And if it doesn’t connect, it can’t work.
Reply to this email to tell me what you think, or ask any questions!
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