Marketing experts shared invaluable insights about how to market in turbulent
times through the effective use of content online, in print, and in person.
Custom publishing has gone from being an ancillary, add on component of
marketing strategies to becoming a vital ingredient. Why? Because content
marketing is so important to an increasing number of marketers and companies
of all sizes. Therefore, creating custom content is no longer a nice to-do,
if you have the money. Rather, it has become an absolute must-do as part of
an integrated content marketing strategy.
The strategic importance of content marketing, and of its first cousin,
social media, was front and center at this year's Custom Content Conference.
Here are 8 great takeaways that I brought home with me from the conference:
1) Savvy small businesses can replace much, if not all of their traditional
Of course you need a website. But, you need a lot more to succeed.
Your website is a primary location for product and service information for
which your customers are searching. Moreover, it should follow the content
marketing mandate of customer centricity. That is, your website must
reflect an understanding of what’s most important to your customers in the
way that you present content about who you are, what you sell, and why your
visitors should care.
But, that’s still just the essential foundation. An effective website is
necessary but not sufficient as an online marketing... (more)
No. Their ever shrinking content reduces them from ‘must read’ to ‘why
For centuries, print magazines and newspapers had a publishing information
Even when the consumer universe began to rely more on radio and TV, the
business to business media was the only route to the industrial buyer. This
was true for both public relations and advertising campaigns. If you wanted
to get to the folks who bought business products and services, you had to use
print media to reach them.
This virtual monopoly persisted unchallenged until the late 1990s when the
internet interv... (more)
When it comes to the evolution of the Web and of social media, keeping up
seems like an impossible task for most business executives. Nonetheless,
keeping up is critically important in order to remain relevant. The good
news that I take away from a recent study by Forrester Research, is that the
evolution of the "social Web" will help level the marketing playing field
between large and small organizations. The report was written by a
Forrester senior analyst, Jeremiah Owyang, who is, not so coincidentally, has
a terrific blog, Web Strategy.
In the past, large companies had al... (more)
Local newspapers and business-to-business publications face similar
challenges as drastic drops in ad revenue drive equally drastic drops in
relevant and compelling content. But for newspapers, ad revenue declines
are exacerbated because the highly profitable classified advertising sections
have almost disappeared as readers flock to the Internet. Moreover,
business-to-business magazines that are well positioned still offer uniquely
valuable niche content that helps readers succeed. Their readers still count
on them. That’s not so true for our local dailies.
I believe that the... (more)