Back to the Basics: Create Content Like a Publisher
David Meerman Scott
Author of 12 books including NEW RULES OF MARKETING & PR and WSJ bestseller FANOCRACY | marketing & business growth speaker | advisor to emerging companies
I’ve been talking about how content drives action and serves as the backbone of marketing for more than 20 years now. During that time, I've seen hundreds of people and organizations implement these strategies and they work.
Today the buyer is in charge. When they research companies, products, and services, it's content that generates interest.
The same is true of people. If you’re looking for a job or investors or a record deal, your content makes you stand out from the crowd.
The new publishing model on the web is not about hype and spin and messages. It is about delivering the right information – a great website, blog, YouTube channel, or LinkedIn feed when and where it is needed and, in the process, branding you or your organization as a leader.
Publishing basics
Publishers including newspapers, magazines, television networks, and streaming services like Netflix focus their efforts on the existing and potential audience. You should do the same.
When you understand your audience—those people who will become your buyers (or those who will hire you, join your organization, donate to your cause, apply for a job, volunteer their time, or vote for you)—you craft an editorial and content strategy just for them.
What works is a focus on your buyers and their problems. What fails is an egocentric display of your products and services.
Author, Writer, and Publisher of the Catholic Prodigal Daughter Newsletter | Owner of "Workflow Wisdom"
3 年Great points made in a beautifully succinct way. It really starts with your prospective buyer. Connecting with them first instead of dragging them into a self-absorbed "Me, Me, Me!" show.
$164k (Rev) Generated in Jan w/ Cold Email
3 年Really great insights. Do you have any articles on ideal word count / amount of selling involved etc?
I help consultants, real estate agents and salespeople showcase their expertise, grow their reach, and lead their markets with innovative technology. DM me to check it out | WSJ Bestselling Author
3 年Content is king! Without it, it’s impossible to build credibility. Customers have become cynical nowadays and the only way to win their trust is to constantly provide value. Without content, it’s difficult to provide value and to attract the audience’s attention.
Digital Marketing | SEO/SEM | Analytics | Marketing Research | Social Media | Content Creator | B2B Brand Marketing | Succession Market Strategy
3 年Well said. Great analogies. Relevant, honest, informative content is key to effectively communicating, marketing, and managing.