> ## Content Index
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# Content that moves them closer — Kelford Labs Daily
- URL: https://kelfordinc.com/content-that-moves-them-closer-kelford-labs-daily/
- Published: 2025-10-03T10:24:10.000Z
- Updated: 2026-01-27T12:44:23.000Z
- Description: Is insightful and comfortable.
- Author: Joel Kelly
- Tags: content, distance, messaging, Daily Labs

Prospects start [“Far”](https://kelfordinc.com/being-found-from-far-away-kelford-labs-daily/) from our business: They have a need we can help with but they don’t know who we are yet.

The content we provide at that [“Distance”](https://kelfordinc.com/framework-marketing-rangefinder/) is informational and makes it *easy* for them to take one step closer. Like, for instance, by visiting our website, reading our content, following us on LinkedIn, or taking some other form of action.

**Once they’ve done that, they become “Close” to us.**

But they’re still not quite ready to buy.

All they currently know is that we *do the thing* they need done. They don’t know that we’re the *right* business to do it for them.

**So at this distance, our job is to make them *comfortable* taking one step closer.**

Our content at this distance (in our newsletter, our blog, on social media, in our conversations) is all about providing *insights* that demonstrate our *tradeoffs*.

What I mean is, prospects at this distance want to know we share their *priorities*. So we need to show them what we [*don’t do*](https://kelfordinc.com/daily-lab-show-them-what-you-dont-do/), and why, so they know that what we *do* do is done exactly the way they want it.

**This means we can’t *just* have informational content. We need *insightful* content.**

We need content that shows [we’ve done this before](https://kelfordinc.com/is-your-content-current-kelford-labs-weekly/) and we’ve learned from it. That we’ve made choices that allow us to do things uniquely well for our very best clients.

We need content that *demonstrates* our abilities and our priorities so that our prospects are *comfortable* taking the next step closer:

Going from Far, to Close, to *right Here*.

**At which point, they need another type of content that we’ll talk about next week!**

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[***Kelford Inc.***](https://www.kelfordinc.com/) ***shows communicators the way to always knowing what to say.***