The Future of Marketing is Publishing - 8 Step Content Strategy

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How does the audience solve problems? How are you marketing? 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter

Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.

And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute

Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.

Like it or not, we are all publishers. Just look at the ways we are going to market. Looks a lot like publishing, right?

So, in the past we would focus on this kind of media (ad from GE)

Developing your own media does not mean you talk about yourself and your products (MyFord Magazine). Your customers only care about themselves…so give them information that truly affects their lives.

And now we are back to publishing relevant stories using these kinds of tools.

Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.

Google Alerts is a free tool. The first thing you need to do is create a gmail (or google mail account), which is also free. Once you have a Gmail account, go to www.google.com/alerts. Then, just type in your keywords. In this screen, you can see I typed in content marketing, which will search for the words content and marketing being in close proximity of one another, and send you an alert as google picks it up, once a day or once a week. You can set up as many words as you want.