Chris Brogan is a ten year veteran of using social media and technology to build digital relationships for businesses, organizations, and individuals. Chris speaks, blogs, writes articles, and makes media of all kinds at [chrisbrogan.com], a blog in the top 20 of the Advertising Age Power150, and in the top 200 on Technorati.
You may also find articles by Chris at the TalentZoo.com website under Guest Colum.
An ad is a great way to encapsulate information into a tiny bite. Think of it as a tiny cracker with a piece of cheese. It leaves us wanting more. I think the main meal is content marketing: creating useful information for prospective buyers.
Content marketing is about providing something useful. A how to video on hanging up a picture sponsored by Black & Decker is content marketing. A blog post about five things we often forget when staying at a hotel sponsored by Priceline.com is content marketing.
Infomercials aren't always content marketing. They often swing a little too far into the fake-smiles-and-bobbing-head department of gee whiz testimonials. Instead, we're talking about useful information presented in a way that makes the receiver of that information feel they've been given a value.
There are lots of ways to do it for free or cheap. Blogs, video sites, podcasts and social networks are great places to share information and build interest about a product. These can be a great way to measure sentiment, drive awareness, and encourage conversation. Tie this to a marketing funnel and you've got the opportunity to convert people who respond to the information into more qualified leads.
Take a break, have a laugh!
In building your content marketing, think about these traits:
- It's brief.
- It's easy to share.
- It's about the buyer, not our product.
- It's useful.
- It isn't the sale offer. It's the lead into a marketing funnel.
With this in mind, you have an opportunity to deliver value to your organization for little expense, and with a greater potential positive impression on your marketplace.
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