We are all publishers now. If you have a message you need to get out there, what’s stopping you?
The technology and distribution networks that only a few short years ago were the sole preserve of major publishing companies are now accessible to anyone with an internet connection.
What we are talking about here is the relatively new field of content marketing. Done well, it is significantly more powerful than conventional advertising and can strengthen brand awareness and credibility and forge deeper relationships with customers.
But as is usually the case with profound technological change – the dawn of content marketing brings with it both opportunities and threats.
Now that everyone is a publisher, it’s exponentially harder to get your voice heard over the hubbub of the global conversation. It’s never been easier to add your voice to this clamour, but how do you know whether anyone is listening?
Once surefire ways of getting a message out there are now much less predictable. You could increase your marketing spend ten-fold to cover all the bases, but still risk diluting the impact of the message.
Or you could assign a portion of your overall marketing budget to talking direct to your customers and listening to their feedback.
Like good, organic SEO, there are no shortcuts or quick fixes. But investing in creating your own, bespoke, credible content for your website will pay dividends in the medium term. Plus, you get the added bonus of re-purposing the material in brochures and across social media, removing a lot of pressure from the often fraught process of print production.
Doing this well can be more cost-effective than you might think and puts you in complete control of the message.
Get in touch here for a friendly, no obligation chat about your needs.