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Who’s educating your customers? Who’s providing the perspective and insights to help them make informed purchase decisions?
To date, that’s largely been the media’s job. If organizations wanted to reach prospective customers in a credible way, they invested in public relations. They told their story to press and analysts. And they had to hope it would be represented accurately and with an objective endorsement.
The alternative is advertising. If you can’t earn media coverage, or if you simply want to raise awareness, then you can buy publicity.
This model is changing fast. Consumers and business executives are shifting their media habits. They are moving online where traditional publishing and advertising are merging with social media, user-generated content and interactive marketing.
The Internet has created a new dynamic for engagement and influence. It’s given organizations the opportunity to become content publishers themselves – crafting the valuable perspectives and insights that educate their audiences and sharing this content directly with their key audiences. When that happens, it’s called “content marketing.”
To be successful content marketers, though, organizations need to think, write and publish like credible media. Sheffield can help you accomplish that. We collaborate with our clients to define their story team with their internal subject matter experts, customers and outside influencers to produce compelling content. We then develop and implement marketing strategies to put content to work through lead-generation, product launch, search engine optimization and other programs.
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