Publish or Perish: Business Marketing 2012
Publish or perish. The historical phrase used by university PhDs is now shifting to the business world. In 2012, businesses will begin to understand that becoming Internet publishers will be their most critical marketing effort, bypassing website creation.
Huh? What in the world of Webface are we talking about? Let’s take a look.
Our last blog discussed the concept of content marketing (Aliens and Lip Gloss, In Your Webface!, December 14, 2011). Content marketing provides quality information to customers in exchange for their attention.
Gaining the attention of your customers is what marketing is all about. And let’s face it, your customers are not riveted to your website for entertainment.
The Content Marketing Institute reports that “93 percent of marketing professionals create or plan to create content marketing as part of their overall programs next year.”
The shift, according to the institute, is from print advertising to social media advertising. So brochures and newspaper ads are out and blogs, videos and social media channels are in. The static nature of websites will reduce their importance in gaining customers’ attention as well.
Here are tips on what to do to move forward to create your own content marketing.
Content needs to be informative and entertaining to gain attention. Companies need to dedicate resources to ensure that standard is met.
Develop high editorial standards for all materials produced. This includes blogs, videos and social media channels.
Develop content that makes your company an “expert” in your field.
With that “expert” thought in mind, develop content that focuses on topics rather than your company. Customers want to learn about people and things, not your company. If you succeed, when the customer needs your product or service, they will know where to turn.
Continued on the next page
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