Great post this week from well known author Mitch Joel, president of Twist Image in Toronto. He starts from the question of whether it’s better to have a great book or a great existing audience when you publish. But he morphs quickly into asking the same question about marketers using social media or other content marketing channels.
The content needs to stand up on its own.
This is an important lesson for Marketers who are quickly realizing that their jobs in a Social Media world force them to act a lot more like publishers and content creators than the traditional Google Advertising roles they are more accustomed to. In order to generate significant levels of success, their content can’t be thinly veiled marketing pieces, but must live and breathe with authenticity and value within the ecosystem.
It’s a question that many marketers haven’t stopped to ask. If you’re not offering value to the market, you are wasting our time at best. And it’s a very rare situation where your standard marketing materials are what people want from you.
What people do want [for starters]:
- Tech support
- Information they can’t get elsewhere
- Ideas about making their own jobs easier
Every company can’t fill all those needs, but you don’t have to. If your product is serious, you don’t have to be funny. But no matter your market, it almost always helps to be human. This is another area that doesn’t come naturally to companies. It comes naturally to most people, but you put a corporate face on and throw some technology between yourself and your customers, and many of us freeze up.
What’s your best tip for treating your audience well with content?