No one likes cold calls, or cold emails. Telemarketers and email-blasters are almost universally blocked by default on caller ID systems and email spam filters. Even sales people dislike cold marketing because the efficacy is notoriously low. The most creative and successful sales people avoid it altogether when they can help it.
So why do so many people use their content marketing as just a shinier version of cold outreach?
With the shift to algorithmically-driven feeds (rather than the former era of user-chosen-subscription feeds), modern common wisdom says to blast social platforms with content every day (or more1) for those who will accidentally stumble across your content with zero context, and if a post goes viral enough or if you post enough volume, maybe you can get a tiny fraction of those new eyeballs to turn into paying customers.
But the internet has far greater advantages than the ability to exponentially increase the scale of the worst possible sales tactic (i.e. spamming).
If you instead choose to focus your content on your warm market—those who are already customers or have an expressed interest in your offering—then you can strengthen the bond with people much more likely to spend money with you in the first place, and the public arena of publishing platforms like YouTube means that a cold audience can eavesdrop on your conversation with your warm audience and then decide on their own terms whether or not they want to be part of that conversation as well.
