--- title: Online Lead Generation Blog | small business description: small business | A blog about how to generate leads using online marketing and online business networking. --- [Members](https://www.collaborativegrowthnetwork.com/members-0/) | [Contact](https://www.collaborativegrowthnetwork.com/contact-us/) | [Blog](https://www.collaborativegrowthnetwork.com/blog/) [![](https://www.collaborativegrowthnetwork.com/hs-fs/images/logo1.png)](https://www.collaborativegrowthnetwork.com/) ## [Content Marketing for Folks Who Shower AFTER Work](https://www.collaborativegrowthnetwork.com/blog/bid/96328/Content-Marketing-for-Folks-Who-Shower-AFTER-Work) Posted by [Ed Marsh](https://www.collaborativegrowthnetwork.com/blog/author/ed-marsh) on Apr 11, 2013 6:49:00 AM - [Tweet](https://twitter.com/share) ## Hipsters of the world unite! ![inbound marketing practitioner](https://www.collaborativegrowthnetwork.com/hs-fs/file-24215268-jpg/images/inbound-marketing-practitioner.jpg?width=256&height=248&name=inbound-marketing-practitioner.jpg)Wait a minute...they already have.  They teamed up with the programmers, some MBAs and a couple artist types and created an innovative discipline called "content marketing." The natural base of customers? The types of companies, products, services and business sectors where they feel most comfortable and intuitively understand the business value and buyer persona. It makes sense - you work within your comfort zone. That's often where you're most effective. The end result?   1. Although hardly ubiquitous, inbound marketing is pretty well recognized and established in areas that were first identified.  2. There are huge gaps between Cambridge and Menlo Park and between islands of software and service companies. "Fly over country" and manufacturing industries haven't yet embraced the potential of inbound marketing. (I know that there are practitioners - both agency and company - that represent geographic and industry diversity. This isn't an absolute, and some may contest the generalization. But there are indisputably huge gaps.) ## ![content marketing power](https://www.collaborativegrowthnetwork.com/hs-fs/file-24215457-jpg/images/content-marketing-power.jpg?width=220&height=265&name=content-marketing-power.jpg)Workers of the world unite! Wait a minute....we've tried that a couple times and it hasn't worked! But seriously, there are huge swathes of American industry that are slipping between the content marketing cracks. And in many of these cases they have innovative technologies, quality differentiators and effective solutions to real manufacturing problems. Somehow we've allowed a business "digital divide" to develop - between the SaaS, mobile app hip crowd that showers before work, and the metal bending, hydraulics-using manufacturing workers that shower after work. This isn't to anyone's benefit. How do we overcome it? ## Digital marketing isn't just for digital business There's fault on both sides. The carefully cultivated, slightly crusty, down home folksy rejection of new fangled stuff is endearing (and those of us slaves to email may be envious), but self-defeating. Conversely the hyper-caffeinated, buzz word laden, BYOD techy approach tends to dwell in a parallel reality — brilliant, intellectual and creative, but slightly detached from the core. ![industrial content marketing](https://www.collaborativegrowthnetwork.com/hs-fs/file-24215859-jpg/images/industrial-content-marketing.jpg?width=227&height=147&name=industrial-content-marketing.jpg)But there's real power in digital marketing even (or perhaps especially) for industries that may be constrained by self-limiting beliefs. So those of us in the content marketing community have both opportunity and obligation. If we can figure out how to distill the benefits of content marketing into a language and presentation that is sensible for traditional industries, there's gold in them hills. (Not to mention over seas and oceans - the [international value of inbound marketing](http://consiliumglobalbusinessadvisors.com/international-sales/business-development-consultant/international-inbound-marketing/) is enormous for American industry as well!)   And if you believe that American manufacturing can regain its role as the soul of a strong middle class ([at least until additive manufacturing/3D printing becomes fully established](https://strategy.consiliumglobalbusinessadvisors.com/blog/bid/248471/3D-Printing-the-coming-international-channel-management-tsunami)), then you have an obligation as a practitioner of the inbound marketing discipline to help make it accessible. Let's take responsibility as a group to figure out how to distill the amazing value of content marketing to a heartland audience. Let's have the discussion. We can all benefit regardless of when we shower! [Read More](https://www.collaborativegrowthnetwork.com/blog/bid/96328/Content-Marketing-for-Folks-Who-Shower-AFTER-Work) 4 Comments [Click here to read/write comments](https://www.collaborativegrowthnetwork.com/blog/bid/96328/Content-Marketing-for-Folks-Who-Shower-AFTER-Work#comments-listing) Topics: [inbound marketing](https://www.collaborativegrowthnetwork.com/blog/topic/inbound-marketing), [content marketing](https://www.collaborativegrowthnetwork.com/blog/topic/content-marketing), [b2b marketing](https://www.collaborativegrowthnetwork.com/blog/topic/b2b-marketing), [industrial marketing](https://www.collaborativegrowthnetwork.com/blog/topic/industrial-marketing), [small business](https://www.collaborativegrowthnetwork.com/blog/topic/small-business) [All posts](https://www.collaborativegrowthnetwork.com/blog/all) ### Follow Co-Grow ### Subscribe to Email Updates ### Recent Posts ### Posts by Topic - [SEO (25)](https://www.collaborativegrowthnetwork.com/blog/topic/seo) - [inbound marketing (25)](https://www.collaborativegrowthnetwork.com/blog/topic/inbound-marketing) - [sales (24)](https://www.collaborativegrowthnetwork.com/blog/topic/sales) - [internet marketing (19)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-marketing) - [blogging for business (17)](https://www.collaborativegrowthnetwork.com/blog/topic/blogging-for-business) - [search engine optimization (16)](https://www.collaborativegrowthnetwork.com/blog/topic/search-engine-optimization) - [business blogging (13)](https://www.collaborativegrowthnetwork.com/blog/topic/business-blogging) - [blogging (12)](https://www.collaborativegrowthnetwork.com/blog/topic/blogging) - [inbound networking (12)](https://www.collaborativegrowthnetwork.com/blog/topic/inbound-networking) - [Top Line Results (11)](https://www.collaborativegrowthnetwork.com/blog/topic/top-line-results) - [content marketing (11)](https://www.collaborativegrowthnetwork.com/blog/topic/content-marketing) - [business advice (10)](https://www.collaborativegrowthnetwork.com/blog/topic/business-advice) - [linkedin (10)](https://www.collaborativegrowthnetwork.com/blog/topic/linkedin) - [small business advice (10)](https://www.collaborativegrowthnetwork.com/blog/topic/small-business-advice) - [lead generation (9)](https://www.collaborativegrowthnetwork.com/blog/topic/lead-generation) - [internet marketing advice (8)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-marketing-advice) - [kuno creative (8)](https://www.collaborativegrowthnetwork.com/blog/topic/kuno-creative) - [link building (8)](https://www.collaborativegrowthnetwork.com/blog/topic/link-building) - [social media (8)](https://www.collaborativegrowthnetwork.com/blog/topic/social-media) - [how to generate leads (7)](https://www.collaborativegrowthnetwork.com/blog/topic/how-to-generate-leads) - [inbound marketing agency (7)](https://www.collaborativegrowthnetwork.com/blog/topic/inbound-marketing-agency) - [stream creative (7)](https://www.collaborativegrowthnetwork.com/blog/topic/stream-creative) - [web design (7)](https://www.collaborativegrowthnetwork.com/blog/topic/web-design) - [HubSpot (6)](https://www.collaborativegrowthnetwork.com/blog/topic/hubspot) - [content creation (6)](https://www.collaborativegrowthnetwork.com/blog/topic/content-creation) - [marketing analytics (6)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-analytics) - [social media marketing (6)](https://www.collaborativegrowthnetwork.com/blog/topic/social-media-marketing) - [industrial marketing (5)](https://www.collaborativegrowthnetwork.com/blog/topic/industrial-marketing) - [keyword research (5)](https://www.collaborativegrowthnetwork.com/blog/topic/keyword-research) - [marketing for manufacturing (5)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-for-manufacturing) - [small business marketing (5)](https://www.collaborativegrowthnetwork.com/blog/topic/small-business-marketing) - [PR 20/20 (4)](https://www.collaborativegrowthnetwork.com/blog/topic/pr-2020) - [b2b lead generation (4)](https://www.collaborativegrowthnetwork.com/blog/topic/b2b-lead-generation) - [how to start a blog (4)](https://www.collaborativegrowthnetwork.com/blog/topic/how-to-start-a-blog) - [landing pages (4)](https://www.collaborativegrowthnetwork.com/blog/topic/landing-pages) - [marketing planning (4)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-planning) - [marketing strategy (4)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-strategy) - [measurable marketing (4)](https://www.collaborativegrowthnetwork.com/blog/topic/measurable-marketing) - [online networking (4)](https://www.collaborativegrowthnetwork.com/blog/topic/online-networking) - [social networking (4)](https://www.collaborativegrowthnetwork.com/blog/topic/social-networking) - [trade shows (4)](https://www.collaborativegrowthnetwork.com/blog/topic/trade-shows) - [blog coach (3)](https://www.collaborativegrowthnetwork.com/blog/topic/blog-coach) - [business networking (3)](https://www.collaborativegrowthnetwork.com/blog/topic/business-networking) - [business ownership (3)](https://www.collaborativegrowthnetwork.com/blog/topic/business-ownership) - [email marketing (3)](https://www.collaborativegrowthnetwork.com/blog/topic/email-marketing) - [internet marketing strategy (3)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-marketing-strategy) - [john mctigue (3)](https://www.collaborativegrowthnetwork.com/blog/topic/john-mctigue) - [keyword discovery (3)](https://www.collaborativegrowthnetwork.com/blog/topic/keyword-discovery) - [lead follow up (3)](https://www.collaborativegrowthnetwork.com/blog/topic/lead-follow-up) - [networking (3)](https://www.collaborativegrowthnetwork.com/blog/topic/networking) - [online business networking (3)](https://www.collaborativegrowthnetwork.com/blog/topic/online-business-networking) - [ryan malone (3)](https://www.collaborativegrowthnetwork.com/blog/topic/ryan-malone) - [sales lead generation (3)](https://www.collaborativegrowthnetwork.com/blog/topic/sales-lead-generation) - [small business internet marketing (3)](https://www.collaborativegrowthnetwork.com/blog/topic/small-business-internet-marketing) - [smartbug media (3)](https://www.collaborativegrowthnetwork.com/blog/topic/smartbug-media) - [Mobile Websites (2)](https://www.collaborativegrowthnetwork.com/blog/topic/mobile-websites) - [about pc4media (2)](https://www.collaborativegrowthnetwork.com/blog/topic/about-pc4media) - [b2b marketing (2)](https://www.collaborativegrowthnetwork.com/blog/topic/b2b-marketing) - [blitztime (2)](https://www.collaborativegrowthnetwork.com/blog/topic/blitztime) - [brianne carlon (2)](https://www.collaborativegrowthnetwork.com/blog/topic/brianne-carlon) - [business to business lead generation (2)](https://www.collaborativegrowthnetwork.com/blog/topic/business-to-business-lead-generation) - [buyer persona (2)](https://www.collaborativegrowthnetwork.com/blog/topic/buyer-persona) - [dan stasiewski (2)](https://www.collaborativegrowthnetwork.com/blog/topic/dan-stasiewski) - [direct mail (2)](https://www.collaborativegrowthnetwork.com/blog/topic/direct-mail) - [event (2)](https://www.collaborativegrowthnetwork.com/blog/topic/event) - [how-to (2)](https://www.collaborativegrowthnetwork.com/blog/topic/how-to) - [iPad (2)](https://www.collaborativegrowthnetwork.com/blog/topic/ipad) - [inbound sales (2)](https://www.collaborativegrowthnetwork.com/blog/topic/inbound-sales) - [international inbound marketing (2)](https://www.collaborativegrowthnetwork.com/blog/topic/international-inbound-marketing) - [internet marketing coach (2)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-marketing-coach) - [lead nurturing (2)](https://www.collaborativegrowthnetwork.com/blog/topic/lead-nurturing) - [marketing assessment (2)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-assessment) - [marketing funnel (2)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-funnel) - [marketing talent (2)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-talent) - [next level executives (2)](https://www.collaborativegrowthnetwork.com/blog/topic/next-level-executives) - [off page seo (2)](https://www.collaborativegrowthnetwork.com/blog/topic/off-page-seo) - [online lead generation (2)](https://www.collaborativegrowthnetwork.com/blog/topic/online-lead-generation) - [online marketing (2)](https://www.collaborativegrowthnetwork.com/blog/topic/online-marketing) - [online referrals (2)](https://www.collaborativegrowthnetwork.com/blog/topic/online-referrals) - [sales force development (2)](https://www.collaborativegrowthnetwork.com/blog/topic/sales-force-development) - [search_engine_optimization (2)](https://www.collaborativegrowthnetwork.com/blog/topic/search_engine_optimization) - [shannon fuldauer (2)](https://www.collaborativegrowthnetwork.com/blog/topic/shannon-fuldauer) - [speaking (2)](https://www.collaborativegrowthnetwork.com/blog/topic/speaking) - [storytelling (2)](https://www.collaborativegrowthnetwork.com/blog/topic/storytelling) - [thought leadership (2)](https://www.collaborativegrowthnetwork.com/blog/topic/thought-leadership) - [twitter (2)](https://www.collaborativegrowthnetwork.com/blog/topic/twitter) - [Mobile Apps (1)](https://www.collaborativegrowthnetwork.com/blog/topic/mobile-apps) - [Mobile Website Builders (1)](https://www.collaborativegrowthnetwork.com/blog/topic/mobile-website-builders) - [Peter_V (1)](https://www.collaborativegrowthnetwork.com/blog/topic/peter_v) - [Square 2 Marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/square-2-marketing) - [Steve James (1)](https://www.collaborativegrowthnetwork.com/blog/topic/steve-james) - [Tom Boudreau (1)](https://www.collaborativegrowthnetwork.com/blog/topic/tom-boudreau) - [ad agencies (1)](https://www.collaborativegrowthnetwork.com/blog/topic/ad-agencies) - [affordable web marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/affordable-web-marketing) - [analytics (1)](https://www.collaborativegrowthnetwork.com/blog/topic/analytics) - [blog advisor (1)](https://www.collaborativegrowthnetwork.com/blog/topic/blog-advisor) - [blog coaching (1)](https://www.collaborativegrowthnetwork.com/blog/topic/blog-coaching) - [blog network (1)](https://www.collaborativegrowthnetwork.com/blog/topic/blog-network) - [blog promotion (1)](https://www.collaborativegrowthnetwork.com/blog/topic/blog-promotion) - [blog readership (1)](https://www.collaborativegrowthnetwork.com/blog/topic/blog-readership) - [blogger outreach (1)](https://www.collaborativegrowthnetwork.com/blog/topic/blogger-outreach) - [blogging tips (1)](https://www.collaborativegrowthnetwork.com/blog/topic/blogging-tips) - [bookmarking (1)](https://www.collaborativegrowthnetwork.com/blog/topic/bookmarking) - [brand awareness (1)](https://www.collaborativegrowthnetwork.com/blog/topic/brand-awareness) - [brand building (1)](https://www.collaborativegrowthnetwork.com/blog/topic/brand-building) - [business blogs (1)](https://www.collaborativegrowthnetwork.com/blog/topic/business-blogs) - [business lessons (1)](https://www.collaborativegrowthnetwork.com/blog/topic/business-lessons) - [buyers journey (1)](https://www.collaborativegrowthnetwork.com/blog/topic/buyers-journey) - [calls to action (1)](https://www.collaborativegrowthnetwork.com/blog/topic/calls-to-action) - [careers (1)](https://www.collaborativegrowthnetwork.com/blog/topic/careers) - [case study (1)](https://www.collaborativegrowthnetwork.com/blog/topic/case-study) - [closed loop marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/closed-loop-marketing) - [cold calling (1)](https://www.collaborativegrowthnetwork.com/blog/topic/cold-calling) - [cold_calling leads lead_quality (1)](https://www.collaborativegrowthnetwork.com/blog/topic/cold_calling-leads-lead_quality) - [content (1)](https://www.collaborativegrowthnetwork.com/blog/topic/content) - [content marketing kpis (1)](https://www.collaborativegrowthnetwork.com/blog/topic/content-marketing-kpis) - [customer service (1)](https://www.collaborativegrowthnetwork.com/blog/topic/customer-service) - [delicious (1)](https://www.collaborativegrowthnetwork.com/blog/topic/delicious) - [distracted driving (1)](https://www.collaborativegrowthnetwork.com/blog/topic/distracted-driving) - [dragon dictation (1)](https://www.collaborativegrowthnetwork.com/blog/topic/dragon-dictation) - [email best practices (1)](https://www.collaborativegrowthnetwork.com/blog/topic/email-best-practices) - [email personalization (1)](https://www.collaborativegrowthnetwork.com/blog/topic/email-personalization) - [enterprise inbound marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/enterprise-inbound-marketing) - [environment (1)](https://www.collaborativegrowthnetwork.com/blog/topic/environment) - [find keywords (1)](https://www.collaborativegrowthnetwork.com/blog/topic/find-keywords) - [freemium (1)](https://www.collaborativegrowthnetwork.com/blog/topic/freemium) - [goal setting (1)](https://www.collaborativegrowthnetwork.com/blog/topic/goal-setting) - [google (1)](https://www.collaborativegrowthnetwork.com/blog/topic/google) - [google local (1)](https://www.collaborativegrowthnetwork.com/blog/topic/google-local) - [google maps (1)](https://www.collaborativegrowthnetwork.com/blog/topic/google-maps) - [how to get referrals (1)](https://www.collaborativegrowthnetwork.com/blog/topic/how-to-get-referrals) - [internet advertising (1)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-advertising) - [internet marketing case study (1)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-marketing-case-study) - [internet marketing services (1)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-marketing-services) - [internet marketing virtual assistant (1)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-marketing-virtual-assistant) - [latino marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/latino-marketing) - [lead intelligence (1)](https://www.collaborativegrowthnetwork.com/blog/topic/lead-intelligence) - [lead scoring (1)](https://www.collaborativegrowthnetwork.com/blog/topic/lead-scoring) - [lean strategies (1)](https://www.collaborativegrowthnetwork.com/blog/topic/lean-strategies) - [local SEO (1)](https://www.collaborativegrowthnetwork.com/blog/topic/local-seo) - [local search (1)](https://www.collaborativegrowthnetwork.com/blog/topic/local-search) - [marketing a small business (1)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-a-small-business) - [marketing automation (1)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-automation) - [marketing kpis (1)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-kpis) - [marketing personas (1)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-personas) - [marketing strategies (1)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-strategies) - [multicultural marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/multicultural-marketing) - [on page seo (1)](https://www.collaborativegrowthnetwork.com/blog/topic/on-page-seo) - [online pr (1)](https://www.collaborativegrowthnetwork.com/blog/topic/online-pr) - [online_networking (1)](https://www.collaborativegrowthnetwork.com/blog/topic/online_networking) - [outbound marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/outbound-marketing) - [outsourcing content (1)](https://www.collaborativegrowthnetwork.com/blog/topic/outsourcing-content) - [paid media (1)](https://www.collaborativegrowthnetwork.com/blog/topic/paid-media) - [paid search (1)](https://www.collaborativegrowthnetwork.com/blog/topic/paid-search) - [personas (1)](https://www.collaborativegrowthnetwork.com/blog/topic/personas) - [peter v (1)](https://www.collaborativegrowthnetwork.com/blog/topic/peter-v) - [ppc (1)](https://www.collaborativegrowthnetwork.com/blog/topic/ppc) - [pr (1)](https://www.collaborativegrowthnetwork.com/blog/topic/pr) - [pr marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/pr-marketing) - [press coverage (1)](https://www.collaborativegrowthnetwork.com/blog/topic/press-coverage) - [press releases (1)](https://www.collaborativegrowthnetwork.com/blog/topic/press-releases) - [product marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/product-marketing) - [prospecting (1)](https://www.collaborativegrowthnetwork.com/blog/topic/prospecting) - [public relations (1)](https://www.collaborativegrowthnetwork.com/blog/topic/public-relations) - [quality versus quantity (1)](https://www.collaborativegrowthnetwork.com/blog/topic/quality-versus-quantity) - [referral business (1)](https://www.collaborativegrowthnetwork.com/blog/topic/referral-business) - [referrals (1)](https://www.collaborativegrowthnetwork.com/blog/topic/referrals) - [return on investment (1)](https://www.collaborativegrowthnetwork.com/blog/topic/return-on-investment) - [roi (1)](https://www.collaborativegrowthnetwork.com/blog/topic/roi) - [sales advice (1)](https://www.collaborativegrowthnetwork.com/blog/topic/sales-advice) - [sales assessments (1)](https://www.collaborativegrowthnetwork.com/blog/topic/sales-assessments) - [sales funnel (1)](https://www.collaborativegrowthnetwork.com/blog/topic/sales-funnel) - [sales recruiting (1)](https://www.collaborativegrowthnetwork.com/blog/topic/sales-recruiting) - [seminar (1)](https://www.collaborativegrowthnetwork.com/blog/topic/seminar) - [seo and blogging (1)](https://www.collaborativegrowthnetwork.com/blog/topic/seo-and-blogging) - [seo blogging (1)](https://www.collaborativegrowthnetwork.com/blog/topic/seo-blogging) - [small business (1)](https://www.collaborativegrowthnetwork.com/blog/topic/small-business) - [small business websites (1)](https://www.collaborativegrowthnetwork.com/blog/topic/small-business-websites) - [social advertising (1)](https://www.collaborativegrowthnetwork.com/blog/topic/social-advertising) - [social bookmarking (1)](https://www.collaborativegrowthnetwork.com/blog/topic/social-bookmarking) - [social media advisor (1)](https://www.collaborativegrowthnetwork.com/blog/topic/social-media-advisor) - [social media marketing. blogging (1)](https://www.collaborativegrowthnetwork.com/blog/topic/social-media-marketing-blogging) - [social network marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/social-network-marketing) - [startups (1)](https://www.collaborativegrowthnetwork.com/blog/topic/startups) - [strategic planning (1)](https://www.collaborativegrowthnetwork.com/blog/topic/strategic-planning) - [technorati (1)](https://www.collaborativegrowthnetwork.com/blog/topic/technorati) - [unsubscribes (1)](https://www.collaborativegrowthnetwork.com/blog/topic/unsubscribes) - [web leads (1)](https://www.collaborativegrowthnetwork.com/blog/topic/web-leads) - [yahoo (1)](https://www.collaborativegrowthnetwork.com/blog/topic/yahoo) [see all](https://www.collaborativegrowthnetwork.com/blog/topic/small-business#) © 2026 Collaborative Growth Network Site By: [HeyKenneth](https://www.heykenneth.com)