You’ve built a database of 400 companies/decision makers who would make ideal clients.
You make contact. (letter, phone call, whatever)
Most of your real ROI isn’t going to happen right after your first contact…it will come weeks or months later, when the timing is right for each particular prospect in your market. But in order to be there when the time is right, you must stay on their radar.
A question to ponder: How would you possibly do that without great content? What’s the alternative? Calling to “touch base?”