Every day your prospects have many opportunities to interact with many different kinds of content. They get emails and phone calls, they subscribe to multiple blogs, they do their own Internet searches and they probably even get some direct mail. Some of what they receive or find is relevant. A lot of it probably isn’t. The ugly truth is the prospect probably doesn’t know which is which. They may just ignore everything. That’s the challenge for marketers. How do we make sure what we’re creating...
