Websites, content, and registration forms are all part of a great business building strategy. Through them, businesses have the opportunity to capture information on people, particularly when website visitors are compelled to register to download information. That strategy creates leads and follow up phone calls (if a phone number has been required) to say they registered on the website and to check to see if the content marketer could find out a little more and share some additional information.

That’s all great.

Except for the fact a website visitor's recollection of being on a website is often much, much dimmer than the impression created by all the information captured behind the scenes.

I had a voice mail last week from David (he of one name - kind of like Madonna - since he didn’t leave a last name) from a 2 or 3 word named company (although I could only understand the first word, “PR,” because he slurred the rest of the company’s name) about my recent registration on their website (for a download that I have no recollection of and no hints about from David to provide any context about it), wondering if I’d do him the pleasure of calling him back to get more information.

I guess David, as awkward as this may be, my answer is, “NO,” because a call back will require me to say, "I have no idea what you’re talking about."

Obviously you have my phone number, so there must have been some kind of contact. Based on your rushed and slurred message without any reference to what I may have been doing on your website (which I bet you, or somebody in your company knows), however, I have no clue what you’re talking about.

So here’s my advice to all you cool web-based content marketers immersed in your strategies of collecting information on whoever trips across your information-rich web presence:

  • Speak slowly if you’re leaving me a phone message
  • Give me your full name
  • More importantly, repeat the full name of your company, s-l-o-w-l-y
  • Remind me what I downloaded (because chances are I don’t remember, since I’m kind of a serial downloader)
  • When you tell me about how much you’d appreciate a call back, give me a compelling reason for why returning your call will be a BIG benefit to me too!

That's my content marketing strategy advice for today. - Mike Brown

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement.  To learn how we can structure a strategy to keep you ahead of your customers, email us at or call us at 816-509-5320.