I visited a Corporate Facebook page a few months back. The product that the Company was developing (Yes, it is not in production yet) seemed like a very cool piece of technology out of Silicon Valley. They said it could even save my life someday.
Cool piece of technology and it could save my life; I decided to follow the Company. Something unexpected, but much appreciated started to happen, I started to see posts in my News Feed from the Company. They provided product information, beta user experiences and even an occasional post by the Company founder.
Each day I would receive two posts, each of them filled with either a video or an interesting write-up. I grow to look forward to their posts. I started to feel like I was part of the family, and then suddenly they stopped.
At first I wondered why, but like many relationships I began to forget the flash friendship we had. I started to follow a different Product Page and soon they were forgotten.
Guess what? I suddenly started to see posts again landing on my News Feed. Honestly, it would have been better to never have started this relationship in the first place. Their restarted posts brought back my feelings of abandonment. I had to unfollow. I had no choice. They can also forget about me buying that cool tech when it comes out.
The moral of this story is that once you start a Content Marketing relationship with a prospect, you need to constantly publish new material or you may alienate the very people you are trying to attract.