A short talk by Jeff For Local Marketing arguing that businesses need at least seven hours of digestible content to build relationships with potential customers. He introduces the concept of “breadcrumbing”—publishing enough content to guide prospects from awareness toward purchase—and warns that insufficient content lets competitors capture interested buyers.
If you think about your business and you don't have at least seven hours worth of, I'm going to say, digestible content out on the market, the chances of you building some really good relationships with your potential customer are against you. The odds are greatly against you. Because what's going to happen is you are going to maybe have a few pieces of content out there and it warms these people up. It makes them aware that, hey, I'm not the only one out there without that with this product problem and there are solutions. And now when I start searching for solutions, and if you don't have additional information but your competitor does, guess what? You've kind of already teed me up to buy from your competitor. So basically you should be asking your competitors for a referral. I'm just kidding. That's probably not going to happen. But the program is. This is, I call it breadcrumbing. And it's basically putting out enough content to lead people from the awareness stage. Like, I didn't even know that that existed.
