Logoworks Small Business & Home Business Newsletter » Blog Archive

Smart Content Building in Tough Times

Newsletter | August 3rd, 2009

Jon Wuebben President / CEO
Telegent Media LLC & Custom Copywriting

OK, so we are in a recession. Fortune 50 companies are closing their doors and jobs are nowhere to be found. For the first time in many people’s lives, ingenuity and resourcefulness are being called upon to generate creative solutions to the current business downturn. This is true for businesses, for people and for the strategies we employ to address everyday challenges.

When it comes to being inventive and getting the most out of that marketing dollar, there is nothing better than the web. In mass exodus, companies are fleeing from print advertising and jacking up email marketing and SEO budgets like never before. Why? Because they are less expensive, more effective and easier to track. But for many companies, especially those from the “old guard” who may not even have a website; it’s been a real wake up call. And for those that are on the web, 75% of them don’t have anything close to a content strategy. If you want to live through these times and prosper during these times, then you need to embrace online content and start doing it the smart way.

What is content? It’s the pages on your website, the videos you place on You Tube, the blog posts you write, your Tweets, your E-books, podcasts and e-newsletters. And don’t forget user generated content. Let other people write content for you.

Rule # 1

Content is not about trying to sell something to someone. That’s Marketing Pre-Internet. It’s about adding value to someone’s experience so that when they are ready to buy, they buy from you.

Rule # 2

Without quality, your content is dead in the water. Don’t create content just to create content. It’s got to be good and it’s got to be unique. Make it your own.

So, how do you build smart content for your company? Whets going to drive more people to your online community?

Blogging

If you’re like me, you know that you can acquire some great information and build some important relationships in the blogosphere. Of course, there are many blogs that aren’t that great, but once you find the 20 or so that you do like, it can make a real difference in how you perceive and conceive new ideas and breakthrough products and services. Since blogs have come on to the scene, there’s one thing I’ve realized: newspapers and magazines don’t have anything on them. I mean, with a blog, I can find out about relevant, real life case studies, get the very latest information and interact with the author – in real time. We can’t really do that any other way. If you haven’t tapped into the power of blogging yet, consider it – not only is it a smart way of developing content, it’s a great way of building your community.

Email Marketing

Dollar for dollar, this is probably your best way to build and distribute new content. With a database of 3000 or more, you have a very compelling way of getting your thoughts, ideas, and influence out there. Plus, with a monthly newsletter going to all your customers and prospects every month, you will have the power of brand awareness working for you. Have never done any email marketing and wondering where to start? Start by collecting email addresses every where you can. How do you do that? Give away a free e-book, white paper or demo on your website. This is, without a doubt, one of the best things you can ever do for your business. And when you have a few hundred or few thousand names in your database, then it sort of forces you to create some compelling newsletters, right? Remember, one of the most difficult things to do in this “information overload age” is stand out. Email marketing helps you do that…very well!

Social Media

Social Media is not only smart – it’s super smart! Why? It’s FREE. Plus, it’s hotter than ever. There are many social media communities, but Twitter and Facebook have re-defined the business landscape, much like the Internet itself. Essentially, its takes everything that’s great about online technology and brings people together in ways that have never happened in human history. If you are old enough, you remember how we all used to meet each other – association meetings, happy hour mixers and direct mail. And that was 15 years ago! With Twitter and Facebook, you can build a community of like-minded people, provide thought leadership and monitor your brand and respond to customers in real time. Be sure to include podcasts and video. When you are building content in these channels think, “how can I improve the lives of the people I know today?” With that as a start, you’ll be well on your way.

Don’t have time or desire to develop new content? There are plenty of great providers out there. Content building is hot. If you decide to outsource, make sure you find a provider that can deliver high quality at an affordable price. If you have questions about content or content strategy, feel free to get in touch with me at jon@customcopywriting.com.

Good luck!