Monday, 1 March 2010

A Marketing DO list - distributed content

One thing that has changed over the last few years in marketing is an increasing need to go and do things rather than just talk about it. Unfortunately whilst small operations get this, the bigger corporations, clients and agencies alike, have not quite grasped this for a number of pretty understandable reasons. Firstly, there are internal pressures to get the strategy perfect. Secondly, how do agencies charge for earned media, which cannibalise their traditional revenues. As no one has quite mastered payment on performance, agencies will naturally do the work that feeds the children (we are getting older) and leave the other stuff to later. Thirdly, traditional media is more visible (success and failure) to the organisation so as a marketing director you focus on this stuff first. I would.

Distributed content is a classic example. We all know it is a great idea but we can spend too much time in circular strategising.

"How and where are we going to distribute content?"
"Depends on what you are saying?"
"What do we talk about it, the stuff we are marketing or something else?"
"Surely we can re-use our content?"

So here are some DO-ing guidelines.

1. Distributed content is a longer term strategy so focus on your brand, your attitude and what makes you different. Sacrifice strategy to be interesting. In other words don't bother distributing boring marketing stuff or thinly veiled advertising unless you are Apple.

2. Dedicate time and resource (that means people) to creating interesting stuff. You cant just wave goodbye to your content as it leaves the door and hope it brings the goodies back. Hire a journalist, a copy writer. Create videos. How to's. How not to's. Top 10s. My mistakes. It is entertainment.

3. Social media. Get your videos on YouTube, Blinx and other video sharing sites. Get pictures on google images and other photo sharing sites. Wikipedia, How to sites. Link it. Tag it. Start now.

4. Use links and buttons in your email to entice visitors to other destinations. You don't want to be too in the face. Be brave, link away from your site. Host third party content tools in your site if you want to be really clever and transparent.

5. Having already established links with friendly bloggers keep them informed, they are linked with each other so this can snowball really quickly.

6. Plan news releases for next 12 months. Manage your media relations. They love content if it is good. Foster relations, don't harass them ask them what they want. Try using a phone as well as email.

And if you get this half right it should improve relevance scores and traffic through organic search and .

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Just curious about marketing, psychology, economics, business, irrational behaviour, people, models, communications, advertising, market imperfections, b2b marketing. I work in the marketing communications industry for OgilvyOne.