8/4/2019 Blueprint for Using Content to Connect with Buyers

1/9

Spmasmwni gt _wnsnayni gt

Anz Wnsn`wcl Ldjlhdjlys Yln Jwmzdaj

Wnh`ydmasldp Gnyznna Cmaynay & S~ccnss

Iwdvdaj Idjdy`h Id`hmj Zdyl _wmspncys

Cmaynay l`s nbnwjni `s ` knt dajwnidnay ym idjdy`h b`wknydaj! Ym j`~jn lmz dai~sywt hn`inws `wn

`iiwnssdaj ylds jwmzdaj anni fmw cmaynay( Inb`aiJna Wnpmwy wncnayht pmhhni dai~sywt hn`inws ym dinaydft

gnsy pw`cydcns `wm~ai bn`s~wdaj cmaynays dbp`cy ma inb`ai `ai yln synps cmbp`adns b~sy y`kn ym g~dhi

idjdy`h id`hmj zdyl ylndw pwmspncys! Yln fmhhmzdaj zldyn p`pnw pwmvdins ` gh~npwday ym lnhp GymG b`wknynws

zdyl cwdydc`h synps dach~idaj5

G~dhidaj g~tnw pnwsma`s;

Cmai~cydaj ` cmaynay `~idy;

B`ppdajcmaynayymspncdcg~tnwsy`jns;

Cwn`ydaj `ssnys yl`y fnni a~wy~wdaj c`bp`djas;

Bn`s~wdaj yln s~ccnss mf cmaynay c`bp`djas!

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Cmaancydaj Cmaynay Ym Inb`ai

B`wknynws amz l`vn pmznwf~h ymmhs

`v`dh`ghn ym `~ymb`yn yln cwn`ydma

`ai inhdvnwt mf c`bp`djas ym idffnwnay

pwmspncy `~idnacns! Lmznvnw( da

mwinw ym cmaancy nffncydvnht zdyl

ymi`ts cl`ajdaj GymG g~tnw( dy ds amznssnayd`h yl`y b`wknynws l`vn ` bna~

mf cmaynay yl`y spn`ks ym yln annis mf

yln g~tnw!

Ylnwnfmwn( cmaynay l`s nbnwjni `s `

knt dajwnidnay ym idjdy`h b`wknydaj! Sdacn

dy ds sydhh ` wnh`ydvnht anz idscdphdan( dy l`s

`hsm gncmbn man mf yln bmsy cl`hhnajdaj

`wn`s fmw b`wknynws! Ym j`~jn lmz dai~sywt

hn`inws `wn `iiwnssdaj ylds jwmzdaj anni

fmw cmaynay( Inb`aiJna Wnpmwy wncnayht

pmhhni >? n`wht `impynws mf b`wknydaj

`~ymb`ydma ynclamhmjt! Yln s~wvnt dinaydni

knt hn`wadajs `ai gnsy pw`cydcns fmw cwn`ydaj

` cmaynay wm`ib`p `ai ~sdaj cmaynay ym

cwn`yn idjdy`h id`hmj!

Knt aidajs mf yln s~wvnt dach~ini5

Das~fcdnay cmaynay w`akni `s man

mf yln ymp cl`hhnajns da inb`ai

jnanw`ydma;

Cmaynay"g`sni mffnws w`akni `s

yln bmsy s~ccnssf~h c`bp`djas

da ynwbs mf hn`i jna `ai pwmspncy

naj`jnbnay;

Cmaynay f`w m~yw`akni mylnw sm~wcns

`s `a `wn` mf insdwni spnaidaj fmw

7?07; `ai

Yln p`tg`ck fwmb cmaynay

davnsybnays l`s gnna snna da

dbpwmvni wns~hys da hn`i jna( hn`i

a~wy~wdaj `ai s`hns na`ghnbnay!

Zdyl b`wknynws amz snndaj s~cl ` chn`w

cmaancydma gnyznna cmaynay `ai inb`ai

jnanw`ydma( yln s~wvnt `hsm wnvn`hni jwmzdaj

daynwnsy da yln `gdhdyt ym bn`s~wn yln dbp`cy

spncdc cmaynay pdncns `wn l`vdaj ma

naj`jnbnay `ai wnvna~n!

Fmw n|`bphn( 7>. mf wnspmainays s`di ylnt

`wn c~wwnayht cmasdinwdaj yln wmhn mf cmaynay

da zda-hmss `a`htsds( zldhn 7:. s`di ylnt `wn

ph`aadaj ym dach~in ylds `a`htsds mvnw yln

an|y 07 ym 79 bmayls!

@wi`yl @hgnn( CNM mf cmaynay cmas~hy`act

B`wknydaj Daynw`cydmas( nbpl`sduni yl`y

bn`s~w`gdhdyt mf cmaynay ds gncmbdaj `

bmwn dbpmwy`ay f`cymw `s dys wmhn da inb`aijnanw`ydma dacwn`sns! Yln hdyb~s ynsy fmw

c~symb cmaynay ds zlnylnw mw amy tm~w

pwmspncys wnspmai gt y`kdaj an|y synps(

@hgnn s`di! Zlna tm~ `ssdja n`cl cmaynay

`ssny zdyl ` y`kn`z`t `ai ` pwmjwnssdvn

c`hh ym `cydma( tm~ l`vn yln `gdhdyt ym ~sn

b`wknydaj `~ymb`ydma ym bmadymw yln

wns~hys fwmb n`cl pdncn `ai wnan `s

annini ym cwn`yn yln bmbnay~b ancnss`wt

ym y~wa pwmspncys daym g~tnws!

Yln fmhhmzdaj zldyn p`pnw zdhh pwmvdin `

innp idvn daym yln s~wvnt i`y` `ai `hsm

mffnw ` gh~npwday fmw lmz dai~sywt hn`inws `wn

g~dhidaj cmaynay syw`ynjdns yl`y iwdvn dadyd`h

naj`jnbnay `hh yln z`t ym chmsn in`hs!

Zlna tm~ `ssdja n`cl

cmaynay `ssny zdyl ` y`kn`z`t `ai

pwmjwnssdvn c`hh ym `cydma( tm~ l`vn

`gdhdyt ym ~sn b`wknydaj `~ymb`yd

ym bmadymw yln wns~hys fwmb n`cl

pdncn`aiwnan`sanniniymcwn`

yln bmbnay~b ancnss`wt ym y~wa

pwmspncys daym g~tnws!

"@wi`yl @hgnn( CNM(

B`wknydaj Daynw`cydmas

tm~ znwn `ghn ym dacwn`sn tm~w

~ijny da 7?07( zlnwn zm~hi tm~

msy hdknht dacwn`sn tm~w spnai=

Mylnw

Yn

hnb

`wk

nyd

aj

Nvnays

Sn`wc

lb

`wk

nyd

aj

Cmayn

ay

7!7. 07!7.

79!>.7

6>!3.

8/4/2019 Blueprint for Using Content to Connect with Buyers

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Cmaancydaj Cmaynay Ym Inb`ai

Ylwm~jl ylds `a htsds( yln p`pnw zdhh pwmvdin ` synp"

gt"synp j~din ym `iiwnssdaj knt `wn`s s~cl `s5

G~dhidaj g~tnw pnwsma`s;

Cmai~cydaj `a `~idy mf n|dsydaj cmaynay(

dinaydftdaj j`ps( nyc!;

B`ppdaj cmaynay ym spncdc g~tnw annis

`ai sy`jns;

Cwn`ydaj `ssnys yl`y fnni hn`i a~wy~wdaj

c`bp`djas; `ai

Bn`s~wdaj yln s~ccnss mf cmaynayc`bp`djas!

Yln Cwdydc`h Wmhn mf Cmaynay

@s `impydma mf b`wknydaj `~ymb`ydma ymmhs

dacwn`sns `ai s~ccnss zdyl cmaynay"g`sni

mffnws da iwdvdaj inb`ai spwn`is( yln anni fmw

bmwn cmaynay `ai n|pnwydsn da cmmwida`ydaj `ai

bn`s~wdaj yl`y cmaynay ds ma yln wdsn!

Zlna `skni zldcl c`bp`djas l`vn gnna bmsy

s~ccnssf~h mvnw yln p`sy tn`w( cmaynay"g`sni

mffnws w`akni f`w `ln`i mf mylnw yw`idydma`h hn`i

jnanw`ydma ynclad~ns! Cmaynay mffnws znwn

cdyni `s yln ymp hn`i jna-naj`jnbnay sm~wcn

gt >>. mf wnspmainays( cmbp`wni ym 93. fmw

nvnays `ai 7>. fmw sn`wcl b`wknydaj `ai

8/4/2019 Blueprint for Using Content to Connect with Buyers

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Cmaancydaj Cmaynay Ym Inb`ai

snwvdcn mw smh~ydma( dy a`y~w`hht gncmbns bmwn

dbpmwy`ay ym naj`jn ylnb da ` z`t yl`y ds

wnhnv`ay ym ylnb( G`hizda s`di!

Wnspmainays `hsm slmzni jwmzdaj cmainacn

da cmaynay `s ` ymp zdsl"hdsy dynb `s ylnt gnjda

ym cw`fy ylndw 7?07 g~ijnys( zdyl 6>. s`tdaj

ylnt zm~hi hdknht dacwn`sn spnaidaj ma cmaynay

an|y tn`w( fmhhmzni gt 74. ph`aadaj ym ~p ylndw

davnsybnay da sn`wcl `ai 7>. da nvnays!

Cmaynay G~dhidaj Ghmcks

Dai~sywt n|pnwys cmbbmaht pmday ym cmaynay

`~idys `ai yln invnhmpbnay mf g~tnw pnwsma`s

`s yzm mf yln knt synps ymz`wi g~dhidaj `

s~ccnssf~h cmaynay syw`ynjt! Yln s~wvnts~ppmwyni yln pmsdydvn dbp`cy ylnsn synps `wn

l`vdaj fmw pmznw ~snws mf b`wknydaj `~ymb`ydma(

zdyl 9:. w`akdaj cmaynay `~idys `s smbnzl`y mw

ldjlht v`h~`ghn `ai 34. cdydaj g~tnw pnwsma`s da

yln s`bn c`ynjmwt!

Lmznvnw( yln s~wvnt `hsm wnvn`hni sdjadc`ay

j`ps yl`y sydhh n|dsy da inphmtdaj `ai ~ydhdudaj

ylnsn fm~ai`ydma`h syw`ynjdns! Fmw n|`bphn( 33.

mf n|pnwdnacni b`wknydaj `~ymb`ydma `impynws

l`vn sydhh amy cmai~cyni cmaynay `~idys `ai 93.

l`vn tny ym invnhmp g~tnw pnwsma`s!

G`hizda pmdayni m~y yl`y yln hdbdyni sy`ff `ai

wnsm~wcns `v`dh`ghn ym bmsy GymG b`wknydaj

yn`bs l`s pwnvnayni ylnb fwmb knt synps

s~cl `s cmai~cydaj `~idys `ai invnhmpdaj

g~tnw pnwsma`s!

Dys ~afmwy~a`yn yl`y

b`wknynws imay

cmbphnyn cmaynay

`~idys `ai invnhmp

g~tnw pnwsma`s! Yln

b`wknynws yl`y zn zmwk

zdyl `wn s~pnw sb`wy `ai

kamz ylds ds ` incdy(

g~y ylnwn ds yln b`yynw mf

a~bnwm~s pwdmwdydns `ai hdbdyni g`aizdiyl yl`y

ph`j~ns ylnb nvnwt i`t( G`hizda s`di!

G`hizdas `ssnssbnay z`s s~ppmwyni gt yln

s~wvnt aidajs `s das~fcdnay sy`ff z`s cdyni `s

yln ymp cl`hhnajn ,>0.$ da mpydbdudaj inb`ai

jnanw`ydma nffmwys( fmhhmzni gt das~fcdnaycmaynay ,9>.$( h`ck mf pwmcnssns ,3>.$ `ai h`ck

mf n|pnwydsn ,7>.$!

Sln `iini( lmznvnw( yl`y `s smpldsydc`ydma `ai

n|pnwdnacn jwmzs( fm~ai`ydma`h synps s~cl `s

cmai~cydaj cmaynay `~idys `ai invnhmpdaj g~tnw

pnwsma`s zdhh gncmbn bmwn cmbbmaph`cn!

@s cmbp`adns `impy b`wknydaj `~ymb`ydma(

dy gncmbns bmwn mf ` pwdmwdyt ym y`kn symck

da ylndw cmaynay `ssnys( G`hizda s`di! Ylnt

wn`hdun yl`y da mwinw ym gn bmwn nffncydvn da

a~wy~wn b`wknydaj( ylnt anni ym ~ainwsy`ai

zlm yln g~tnw ds amy e~sy fwmb ` inbmjw`pldc

sy`aipmday( g~y wn`hht zl`y bmydv`yns ylnb( zl`y

sm~wcns im ylnt y~wa ym fmw dafmwb`ydma `ai lmz

ym fmwjn innpnw cmaancydmas zdyl ylnb!

Dasdinws J~din Ym Cmai~cyd

@ Cmaynay @~idy

G`sni ma yln fnnig`ck fwmb yln pmznw

~snws zlm p`wydcdp`yni da yln cmaynay pm

yln cmbbma wncmbbnai`ydmas yl`y nbnw

fmw cmai~cydaj ` cmaynay `~idy( dach~ini5

G~dhi ` cmbphnyn hdsy mf tm~w c~wwna

cmaynay `ssnys( dach~idaj zng cmay

s`hns pwnsnay`ydmas( c`sn sy~idns( n

Ywt ym b`p m~y yln `ssnys vds~`hht

cmwwnspmaidaj zdyl idffnwnay g~tnw

pl`sns( dach~idaj `z`wnanss(

ni~c`ydma( cmasdinw`ydma `ai

v`hdi`ydma!;

@ssnbghn hdsy mf gmyl pmynayd`h cmay

cmaywdg~ymws( dach~in gmyl daynwa h `ain|ynwa h mpydmas( s~cl `s bnid p`wya

cmas~hy`ays( `a htsys( nyc!

Mylnw Das~fcdnay

ynclamhmjt

Zl`y zm~hi tm~ s`t `wn tm~w jwn`ynsy

l`hhnajns da cwn`ydaj `ai mpydbdudaj tm~w

inb`ai jnanw`ydma nffmwys=

H`ck mf

n|pnwydsn

H`ck mf

pwmcnssns

Das~fcdnay

cmaynay

Das~fcdnay

sy`ff

79!>.

3:!9.

99!4.

>0.

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Cmaancydaj Cmaynay Ym Inb`ai

B`ppdaj @ai A~wy~wdaj

Macn mwj`adu`ydmas jny p`sy yln dadyd`h pl`sns

mf invnhmpdaj ` cmaynay syw`ynjt( yln an|y

jm`h ds g~dhidaj m~y yl`y hdgw`wt ym gn `ghn ym

b`p cmaynay ym yln idffnwnay sy`jns mf yln

g~tnws em~want! @s cmbp`adns gncmbn bmwn

n|pnwdnacni ~sdaj b`wknydaj `~ymb`ydma ymmhs

`ai ylnt wmhh m~y hn`i a~wy~wdaj c`bp`djas(

`hdjadaj zdyl g~tnw annis l`s pwmvna ym gn `

sdjadc`ay cmbpnydydvn idffnwnayd`ymw!

Cwn`ydaj `ssnys `ai mffnws yl`y `hdja zdyl yln

hdfnctchn mf ` pwmspncy z`s cdyni `s smbnzl`y

mw ldjlht v`h~`ghn gt 6?. mf wnspmainays( `ai

b`ppdaj cmaynay ym g~tnw annis z`s c`hhni

m~y `s ` v`h~`ghn n|nwcdsn gt >4.! Lmznvnw(ylnwn ds sydhh ` j`p yl`y n|dsys da ylds `wn`( `s 74.

mf wnspmainays s`di ylnt `wn sydhh amy b`ppdaj

cmaynay ym g~tnw annis!

G`hizda c`hhni ylds m~y `s ` pmynayd`h pdyf`hh fmw

cmbp`adns zlm ywt ym f`sy"fmwz`wi ylndw cmaynay

syw`ynjt zdyl yw`ckdaj `ai ~ainwsy`aidaj yln wn`h

annis mf ylndw g~tnws! Zn snn ylds mfyna zlnwn

cmbp`adns `wn snaidaj `z`wnanss cmaynay ym

pwmspncys zlm `wn da yln cmasdinw`ydma pl`sn(

mw pwmvdidaj pwmi~cy dafmwb`ydma ym pwmspncys

zlm `wn e~sy sy`wydaj ym wn`hdun ylnwn b`t gn `

smh~ydma fmw ylndw p`da( sln `iini! Zlnylnw dys

vd` `~ymb`yni a~wy~wn pwmjw`bs( smcd`h bnid`

mw ymp mf yln f~aanh inb`ai jnanw`ydma( ylnwn ds

amyldaj bmwn b`jdc`h yl`a yl`y bmbnay zlna `

pwmspncy fnnhs hdkn tm~ znwn wn`idaj ylndw bdai(

sm b`wknynws slm~hi b`kn ylds ` pwdmwdyt fmw

s~ccnss!

Zdyl 90. mf wnspmainays cdydaj dbpwmvni wns~hys

fwmb hn`i a~wy~wdaj `s ylndw ymp p`tg`ck fwmb `a

n|p`aini hdgw`wt mf cmaynay( yln s~wvnt slmzni `

chn`w cmwwnh`ydma gnyznna cmaynay `ai yln `gdhdyt

ym naj`jn `ai `ccnhnw`yn ` hmajnw"ynwb g~tnw!

Dasdinws J~din Ym B`ppdaj Cmaynay Ym G~tnw Sy`jns

Macn mwj`adu`ydmas l`vn cmai~cyni `a `~idy mf ylndw n|dsydaj `ssnys( yln an|y sy`jn da `

cmaynay syw`ynjt ds dinaydftdaj yln j`ps yl`y n|dsy! Cmaynay vnynw`as pmday ym snvnw`h synps

ym dacwn`sn yln nffncydvnanss mf g~dhidaj ` cmaynay b`p! G`sni ma yln fnnig`ck fwmb yln

s~wvnt `~idnacn( yln s~jjnsyni synps fmw cwn`ydaj pnwsma`s dach~ini5

Dinaydft j`ps da yln c~wwnay bna~ mf `ssnys ym inynwbdan yln g~tnw pl`sns zlnwn

tm~ `wn hdjly ma cmaynay `ai g~dhi ph`as ym cwn`yn anz `ssnys!

Invnhmp cmaynay mffnws yl`y `iiwnss yln ~ad~n annis mf pwmspncys `y idffnwnay

sy`jns mf yln g~tdaj ctchn!

N`wht sy`jn cmaynay slm~hi sy`wy ` cmavnws`ydma `ai `iiwnss g~sdanss dss~ns!

H`ynw sy`jn cmaynay slm~hi gn bmwn pwmi~cy spncdc `ai fmc~s ma p~wcl`sdaj

cmacnwas( s~cl `s WMD `ai cmbpnydydvn `a`htsds!

@s cmbp`adns impy b`wknyda

`~ymb`ydma( dy gncmbns bmwn

` pwdmwdyt ym y`kn symck da ylndw

cmaynay ssnys!

" C`wd G`hizda( _`wyanw `ai Fm~ain

Gh~n Gdwi Syw`ynjdns

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Cmaancydaj Cmaynay Ym Inb`ai

Cmach~sdma

Yln s~wvnt wns~hys chn`wht slmz yl`y b`wknynws `wn snndaj chn`w p`tg`ck fwmb ylndw davnsybnays da cmaynay(

gmyl da ynwbs mf naj`jnbnay `ai hn`i jnanw`ydma! Lmznvnw( yln s~wvnt `hsm ~ainwscmwni yl`y hdkn `atb`wknydaj y`cydc( cmaynay c`bp`djas anni ym gn `cydvnht bn`s~wni `ai yw`ckni ym l`vn b`|db~b dbp`cy!

E`t J`dans( Snwvdcn Idwncymw fmw Inb`ai Cwn`ydma Syw`ynjdns `y Sdwd~sIncdsdmas( dhh~syw`yni ylds pmday i~wdaj

` kntamyn snssdma `y yln wncnay Sdwd~sIncdsdmas S~bbdy( zlna ln sywnssni yl`y bmsy GymG cmbp`adns `wn

h`ckdaj `ccm~ay`gdhdyt( syw`ynjt `ai bn`s~wnbnay zlna dy cmbns ym cmaynay!

Df cmaynay ds kdaj( ylna pnmphn ywn`y yl`y kdaj pwnyyt g`iht( J`dans s`di! S~ppmwydaj ylds j`p( J`dans

cmai~cyni ` pmhh mf yln `~idnacn yl`y fm~ai :6. mf `yynainns cdyni cmaynay `s cwdydc`h ym ylndw inb`ai

cwn`ydma nffmwys! Lmznvnw( wnspmaidaj ym ` fmhhmz"~p ~nsydma( 90. mf `yynainns s`di h`ck mf g~ijny `ai

wnsm~wcns mw yln h`ck mf ` cmaynay syw`ynjt pwmvdini sdjadc`ay l~wihns ym ylndw nffmwys!

@s yln s~wvnt i`y` s~ppmwys( ylds idscmaancy gnyznna y`hkdaj `gm~y cmaynay `ai pwdmwdydudaj dy ds ~dckht

cl`ajdaj fmw pwmjwnssdvn b`wknynws! Hn`idaj GymG mwj`adu`ydmas `wn wn`hdudaj yl`y `a n|ynasdvn bna~ mf

cmaynay amz maht lnhps ym s~ppmwy hn`i jnanw`ydma pwmjw`bs( g~y `hsm b`kns g~tnws bmwn cmainay `ai

cmbfmwy`ghn da zmwkdaj zdyl ` p`wydc~h`w smh~ydma pwmvdinw!

Ylnsn anz ita`bdcs `wn b`kdaj cmaynay cwn`ydma

`ai bn`s~wnbnay ` cmbpnydydvn ancnssdyt da bmsy

GymG b`wknys! Cmbp`adns yl`y imay davnsy da

cmaynay `wn bdssdaj yln mppmwy~adyt ym gncmbn

yln yw~syni `ivdsmw( G`hizda s`di! Ymi`ts g~tnws

`wn bmwn smpldsydc`yni `ai imay z`ay ym gn smhiym! Ylnt z`ay ` snwvdcn mw smh~ydma pwmvdinw yl`y

~ainwsy`ais ylndw p`da `ai c`a pwmvdin ` smh~ydma!

@ai df tm~ c`ay im yl`y( ylnt zdhh ai smbnman zlm

c`a!

Cw`ckdaj yln Cmaynay Cmin5

@a Majmdaj Em~want

Hdkn `at anz mw c~yydaj nijn b`wknydaj pw`cydcn( invnhmpdaj yln wdjly bd| mf cmaynay ym

iwdvn inb`ai ds ` hn`wadaj c~wvn fmw bmsy mwj`adu`ydmas!

Bmwn yl`a l`hf ,>0.$ mf yln s~wvnt wnspmainays w`akni ylndw mwj`adu`ydma `s annidaj

dbpwmvnbnay da cwn`ydaj cmaynay yl`y spn`ks ym n`cl pl`sn da yln g~tnws em~want( zldhn30. j`vn ylndw yn`b `a `vnw`jn scmwn `ai 07. jmy `a n|cnhhnay jw`in!

Yln pw`cydcn mf bn`s~wdaj `ai yw`ckdaj yln dbp`cy mf cmaynay c`bp`djas ds `hsm `

wnh`ydvnht anz pwmcnss( `s 0-3 mf wnspmainays s`di ylnt l`vn gnna `cydvn da bn`s~wdaj

ylndw c`bp`djas fmw 7 tn`ws mw hnss( `ai

8/4/2019 Blueprint for Using Content to Connect with Buyers

9/9

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Sl`wng~dhinw 9?0,k$ `ai T`b`l`! Fmw bmwn dafmwb`ydma phn`sn vdsdy yln cmbp`ats

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