The Trend Junkie – Marketing 2.0: The Content Challenge.
The landscape has changed … In order to maximize the opportunity of amplifying your organizations signal ( or your individual profile) in this shifting media landscape, you must think strategically about how publishing can help you achieve your goals and objectives.
This insight dovetails nicely with the “Blow Your Own Horn – Project Your Achievements” concept. With some planning transforming into the “publishing is marketing” model is achievable for any individual or company.
Individuals and marketers have always published content , but its the landscape that has changed, not the concept of publishing. It is the way that the content that we publish is consumed, the way that it moves around the social web, and is globally syndicated that is different. This landscape has also opened up other forms of content for organizations and individual to produce, specifically you can now add audio and video content to the already rich mix of blog posts, articles, white papers, research and surveys, etc.. These are mediums that once had a very large barrier to entry and were commonly associated with heavy production budgets. Not anymore.
The challenge is how to go about it: how to produce a continuous flow of blog posts, white papers, research briefs, surveys, webinars, and audio & video (new media). These are some of the core published products that any individual or organization can take advantage of in the new media landscape. Each one serves a key role to the overall marketing mix, and each can be seamlessly promoted using the tools of the social web.
Hence the question, how do you create a publishing machine that stays not only on schedule but also stays aligned with your marketing or self promotion objectives?
One of the first and foremost considerations is your talent.
Can you write well? Then blog. Can you talk intelligently about your product, service or industry? Then hit the record button and publish a regular podcast. The barriers to entry are just too low not to be taking advantage of these mediums. All that said, content is key.
Just remember, this isn’t a game for being just the sizzle, you have to be the steak at the same time. You may find it challenging at first to organize your content creation processes, but that will become a matter of habit. To complete in a crowded blogosphere and get noticed, and more important, respected for your viewpoint, you must publish on a frequent basis. That’s what the most popular pros do. And with a little focus and determination, you can become one of them
