It may well have passed you by, but there are two revolutions taking place that will have a devastating effect on your ability to effectively market your business.
The first is the rise of citizen journalism. The era of 24-7 real time news has meant that everyone now sees themselves as a journalist and commentator on the news as it happens. How often do we see news stories break with a whirlwind of comment, hyperbole and analysis before the facts of the story come through confining all previous activity around the story to the bin?
The second is the reality that everyone (and every business) can and should become a publisher. Adopting a publisher mindset in how you being to redefine your relationships with customers and prospects brings enlightenment as you focus more specifically on their needs than your own. Media owners, by definition, have to provide their audiences with what they want or they go elsewhere – and the title into terminal decline.
Content marketing, as I taked about at length at the recent On the Edge digital marketing conference in Birmingham, is the method by which we repackage our expertise and counsel in a way to make what we do truly helpful to the people we want to serve.
It’s a hot topic as everyone is reading, writing, talking and thinking about it. But examples of people doing it well across a wide variety of sectors are few and far between.
If you’re a content marketer and don’t know where to start, my slides [and video] should help.
I’ll be posting a lot more on content marketing over the coming weeks, but for now consider these five steps to getting an effective content led inbound marketing campaign off the ground.
1. Assign a managing editor to own and determine tone, messaging, platforms, topics, calendar. Impossible for the new graduate arrival to have the gravitas to do this and engage the necessary stakeholders.
2. Research what customers want/need by visiting industry watering holes – trade media, Linkedin groups, trade press and events.
3. Review what assets you have in the business and repackage them. Go back twelve months if you need to. Press releases, presentations, news, brochures, video can all be repackaged to power a blog, email outreach and social media accounts.
4. Curate industry news, information, insights, research and use it to drive your content programme.
5. Above all, focus on customer problems and helping them. Does your content add value by informing, educating, inspiring, entertaining?
How do you go about structuring, informing and implementing your content marketing efforts?