Businesses have known for a long time that content marketing really works. That’s why they do research, produce white papers and send newsletters and email newsletters.
However, they begin to hesitate when it comes to social media. Some fear unvetted feedback or simply don’t know how to use the technology.
This week, my colleague Rich Donley and I will talk to small businesses at Automation Alley about content marketing.
Extending content marketing through social media is an ideal way to extend thought leadership, raise brand awareness and generate business interest and leads. Consumers use the Internet to research, gather information and educate themselves. Instead of being sold through direct channels, today’s consumers want to discover information and new services themselves and by reading about others’ experiences.
Taking traditional content and extending it online through document-sharing sites such as SlideShare and docstoc, using press releases for search engine optimization and connecting to consumers through social networks can raise the visibility of a company without a significant financial investment. A time investment is involved but once these sites are set up for company, extending the content becomes second nature.
As we lay out in our point of view, companies need to think like media companies and produce content. Through social media, businesses can quickly gain a wider audience and remain top of mind with current customers.
Edited to add: The presentation is now available:
Marketing Success: How Content Drives the New Conversation
View more presentations from Airfoil Public Relations.
-- Tonja Deegan
