Content really is King
06/07/2012 — Scott Frederick
We've all heard the overused marketing cliché that "Content is King." However, after attending the Transportation Sales & Marketing Association (TMSA) annual conference this week, it became apparent to me -- cliché or not -- content really is the foundation of good social media and building relationships with customers.
This point was really well articulated in the closing keynote presentation delivered by Joe Pulizzi, co-author of Managing Marketing Content (and known in some far-off circles as the “Godfather of Content Marketing"). Joe outlined five key points that marketers need to understand before they can successfully create a process for managing content:
Understand who YOU are. What is your organization trying to accomplish?
Understand who THEY are. Who and where are the communities you're serving?
What CONTENT can you provide them to build loyalty? What is your story and how can you tell it in a way that has meaning to your community?
Subscribers must be fed, nurtured, and yes -- unsubscribed when it's time. Communities are fluid - they naturally grow, shrink, merge, and disband; so play close attention to how they are changing.
We can measure success. Develop a process to measure success of how you service your loyal subscribers, e.g., views, subscribes, clicks, forms, leads, etc.
I realize the five points above are only the tip to a much larger iceberg. But if you are as fascinated with the subject as I am, I encourage you to check out some of Mr. Pulizzi's "content." I think many of these marketing ideas around managing content really hold true for any small business that is trying to develop a relationship with their customer community. For me, the real epiphany is that -- having a "social media strategy" is less important right now than it is having a "content strategy." After all, social media channels are only as good as the content we push through them.