In a recent BusinessWeek article featuring Tony Hsieh from Zappos – they closed with a quote from Tony “Sharing is how we build our brand.” And I couldn’t help but agree.
Whether you are a CMO’s of a B2C or B2B Marketing team the key in this next decade is sharing and the key to sharing is Content! Some people call it Content Marketing (Junta42) some people call it Inbound Marketing (HubSpot) but the meaning is basically the same. You need to put out a steady stream of content to build your brand.
As the old adage goes – some people spend more time planning the wedding then they do the marriage and this is true of a lot of what we see organizations do socially. They spend lots of time building the perfect blog, the perfect Facebook page, the perfect Twitter page but then have no plan for a sustained content creation.
The #1 question I get about Facebook Marketing (because of my book Facebook Marketing for Dummies) – is what do I do now after I set up my Facebook page for my business? The Answer: create and share good content. It seems so simple but you need to start thinking like a publisher.
You most likely already produce content for your website, brochures, collateral etc . So the question quickly becomes how can you take those same writing resources and turn them into a content creation engine. One that delivers content that is topical, interesting and relevant. Then package it up to be sharable in the form of blogs, podcasts, videos, white papers, eBooks or whatever.
I know we used to say Content in is King back in the 90’s and perhaps its taken social media to shine a light on exactly how much content you need in order to be king!