The fear factor of companies is huge and uncomfortable when it comes to facing up to the challenges of being heard amid the noise of the information revolution – a revolution with such impact that it makes the industrial revolution look like a glitch.

That was the message from internet entrepreneur Phil Crowshaw, founder of Geeky Group, when he gave the keynote address at the Tile & KBB Business Insight Day into internet sales and marketing presented by The Tile Association in conjunction with Kerridge Commercial Systems, a service supplier to TTA members, at Woodland Grange, Leamington Spa, on 23 February.

Phil was talking about 'content marketing' using the internet and social media. It can be summed up in three words: know; like; trust. Although Phil said: “Arguably, ‘trust’ should be at the top.”

He said firms have to be brave and as different as possible, even controversial, which, he conceded, is uncomfortable territory for traditional companies. But “if you don’t push the boundaries the danger is you will be ignored”.

He said company websites should contain useful content that will be valued by visitors. That will keep them coming back and invoke the ‘law of reciprocation’. People are social animals, said Phil, and when they are given something, they like to give something back. “If you provide your prospects with something of value they will automatically think they owe you something.”

You can read more of Phil Crowshaw’s insights into content marketing in the April issue of Natural Stone Specialist magazine. Click here to subscribe now and get your copy.