Is Publishing the New Marketing?
90% of buyers in the U.S. go online at some point during the buying decision and over 100 million people a day read blogs. People spend more time on social networks than reading email and estimates are that in just a few years, information will double every 72 hours. If you’re not in the middle of all of this, you’re out!
“We are all publishers now” –wise words from Joe Pulizzi of Junta 42, an expert on content marketing, who speaks on how to use content to generate links and make your business all about the customers. A webinar he conducted revealed some interesting info on publishing as the new marketing:
“Advertising is a luxury, content is survival.” No matter how you get someone to your site, the content is what keeps them there. To attract and retain customers, deliver valuable, relevant and compelling content to your customers on a consistent basis. Your brand should become the media, with you as the publisher. Though it seems to be a daunting task, it can be done.
Do you have a content marketing plan as part of your overall marketing strategy? Joe offered a few ideas:
1- Direct distribution: go directly and talk to customers on a one on one basis
2- Perfect your storytelling ability and tell a great story about your company
3- Look to brands like you for content. What’s trending?
4- Get expert opinion to add credibility to information
5- Your content has to be the B.E.S.T. content: behavioral, essential, strategic, targeted.
6- Create a better experience for your customers through engagement: give your customers relevant, compelling info, and show them a good time, make it fun!
Shift from a company that just provides services to the trusted, expert resource for something relevant to your customers and your business. The trusted expert resource needs to be everywhere your customers are: in social media.
So how do you become the expert resource? Create everything about your niche, such as a niche site, a helpful video series, a series on slideshare, a twitter tips channel, a mobile app/assistant, the leading industry report, a web app, a blog your customers rely on, or write a book. By doing these things you position yourself as the industry expert.
Your goal is for your customers see your company as the thought leader in the industry, for them to sign up for your content because they feel you could positively affect their lives, and for them to spread content to your prospects for you. This increases customer advocacy and third-party validation, which translates to credibility and influence.
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Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.