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Three Things Now! – Content Marketing, Listening and Social Media

I gave this presentation last week at the Esource Utility Marketing Conference in Phoenix, AZ.

Here are a couple key takeaways from the presentation above.

We Have Come Full Circle
Centuries ago, the information world as we knew it was shaped by many voices. Thousands of newspapers and pamphlets from across North America was how people become informed through media.

Then came big newspapers, big television, big radio.  We went from many voices to few voices.

Today, there are more voices than ever before (we have come full circle and are back to the beginning).

What that means as marketers is that we need to adjust where we place our attention and budget. 70% of marketing dollars still goes toward "bigger, placed media". Knowing how media has changed, does this still make sense? Probably not.

Marketing Today is Publishing

For our marketing to succeed, we, as marketers, need to understand what successful publishing is. The majority of our marketing spend needs to be dedicated to the creation of consistent valuable and relevant information to our customer segments.

But even that's not good enough? We need to develop this information in ways that can easily be spread.

I've never had anyone send me a print ad, or forward me an online display advertisement. But I've had many forward an interesting article, video, or piece of branded software.

If your content is something that your customers are willing to share, you've unlocked the secret of engagement.

Be the Trusted Expert in "Something
Being a provider of some product or service is not good enough today. You need to be the trusted expert of something. Figuring out what that "something" is for your customers will ensure that you actually have long-lasting relationships with your customers.

Social Media Should Be about Listening FIRST

If you aren't using social media tools such as blogs, Twitter and Facebook to listen, forget about distribution. Never has there been greater opportunity to talk one-on-one with your customers. Don't screw that up by shoving content down their throats before you really understand what their pain points are.

My Four Rules to Twitter

  1. Never answer the question "What are you Doing?" Who cares? No one.  Focus on what your customers' informational needs are. Answer that.
  2. Assign Ownership. Make someone responsible. This should be someone's job.
  3. Be Democratic. Don't be so presumptuous to think that only your organization creates and distributes great content. Nothing will make you the trusted expert faster than to distribute the best content from anywhere you can find it…even from your competitor.
  4. Be Human. People do business with people today, not companies. With Twitter, there is no other option.

Content and Social Media – Follow These Steps!

  1. Understand who your customer is and where the pain points are.
  2. Develop consistent, relevant content in multiple channels.
  3. Let go of all control. Let your idea spread.
  4. People share your ideas, link to your content.
  5. Content is found through social media and search engines.
  6. Customers start relying on you for your expertise (relationship!)
  7. You are the trusted solutions provider in your industry.

Thanks to the great folks at Esource for putting together an unforgettable event.

<p>Slide 51</p>

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