You've heard the overused phrase "content is king." But what does that mean, really?
Search, social, and strategy
It started when relevant, fresh content became a key factor for search engine optimization, which plays a huge role in positioning your company as an industry resource and expert. Then social media emerged as a viable channel, increasing the need to push consistent communication to your (hopefully) engaged community.
Search and social initiatives are a necessity. You have to be seen and heard by your potential and current customers. If you aren't driving your brand or company to compete with the thought leaders or become one yourself, you will be obsolete in the marketplace. After all, if you aren't talking to your customers, you can be sure someone else is.
What are the thought leaders practicing? Content marketing.
Content marketing and PB&J
So what exactly is content marketing? Entrepreneur Magazine's concise definition is "the creation and publication of original content -- including blog posts, case studies, white papers, videos, and photos -- for the purpose of generating leads, enhancing a brand's visibility, and putting the company's subject matter expertise on display."
My wife asked me today if something had changed at Facebook.
"I used to see a lot more posts from my friends about where they are, and what they are doing, and the basic comings and goings. I like that stuff, because I can easily keep up to speed with them. But I'm not seeing it as much lately."
I've noticed it as well. Have you?
Some in the social media cognoscenti will tell you it's because the masses are tiring of Facebook.
"Kids don't use Facebook anymore because their parents are on it," they sniff.
The other favorite theorem of the digital royalty is that the technologists, early adopters, and ironic T-shirt wearers have moved on to the next hot thing (G+, Path, and Tumblr, respectively).
But the reality is that it's all hokum. First of all, if you're reading this post YOU ARE NOT AVERAGE. Never fall into the trap of thinking your behavior, or the behavior of your friends and business associates, is representative of how the masses do anything – and most especially how they use Facebook. You are an edge case. An outlier. A statistical anomaly. A freak. The exception that proves the rule.
is content marketing the new king.jpgWhen I ask people what they think marketers do or what is marketing, they almost always say that marketing is some form of advertising or promotion.
We all learned the "4 Ps" (Product, Promotion, Price and Place for those who don't remember.) So we know that there is more to marketing than just promotion. But even this traditional definition is under attack. Traditional advertising and branding are under attack.
In this recent post from Copyblogger, Frank Strong makes a great case for why content marketing is the new branding.
I agree with his case and would add that content marketing is the new advertising. I have even said that all marketing is content. And soon, content marketing will become all marketing if it hasn't already.
According to Frank, Branding is more than a logo or a tagline. Branding exists in the minds of consumers as a perception. And all the company assets support or extend existing notions or expectations. Great companies, then exceed these expectations with the experiences they deliver with their product of service.
Are you keeping up with the current pace of new marketing technologies? One day its Tumblr, another day its Pinterest, and don't forget YouTube. Then we are hit with a new update on Facebook, Linkedin or Twitter. Oh by the way are you into mobile marketing and have a mobile app. Then there is email marketing or Google Ads or Facebook Ads.
What should a marketer do? How are you reacting to all of the changes?
For me it's about having a goal:
This year my goal was to build a better presence online and work toward driving people to our website.
To accomplish this, I am working on a new website. – – Almost there, a release in November.
Seeking a better social network model than Facebook's one, Google (GOOG) released Google Plus last year and thereby caused quite a stir in the tech world. With more than 153 million monthly users, Google seems a prime Internet destination. Facebook (FB) - the most visited social networking website and the second largest Internet destination - received 137.6 million visitors per month. The combination of the battle for internet dominance, the inevitable Facebook IPO, and the continued Google+ expansion heats up the Facebook and Google rivalry in 2012.
However, Google's dominance is evidenced by the fact that the search engine giant's Q2 2012 gross profit of $7.2 billion is more than 1.6 times as large as FB's ttm revenue of $4.3 billion. Does this sheer size difference translate into continued supremacy for Google in the coming future?
With ttm revenue of $43.2 billion, Google generates most of its profits from the AdWords product. Larry Page and Sergey Brin founded Google in 1998, and together still own 16% of the company. Google's growth has exploded over the last decade, through a series of technological innovations and business acquisitions. Recently the "Big G" has made advances in the field of social networking, and it leads the development of the mobile Android operating system. Processing over a billion search inquiries per day, Google is the world's most visited website and runs over one million data center servers worldwide.
More Articles ...
- 10 Common Sense Social Media Marketing "Dont's" Some Brands "DO"
- 3 Tips For a Successful Email Marketing Campaign
- Free webinar: How To Build A Large LinkedIn Group
- LinkedIn is Revamping its Profile Pages
- Facebooks Mobile Advertising Interface Was Built By Interns
- Why Facebook's Search Engine Won't Be Anything Like Google's