Over the last few days I’ve been doing some research into how printers are using online content marketing. For the most part, almost all the websites were exactly the same. A few resource sections. A few inconsistent blog posts. For the most part, brochure-ware. Little activity in the right social networks. No content strategy.
I’m not picking on printers here. You could insert a number of industries in place of printing and find the same thing.
I started writing down some questions yesterday after my analysis…If we are communicating the same information as our competitors, how do we differentiate ourselves?
If we aren’t communicating valuable, compelling information to our customers on a consistent basis, how can they ever see us as industry experts?
Why would our customers ever consider sharing our content via social networks with friends and colleagues if we never have anything interesting to say?
If the majority of our content is focused on our products and services, how are we solving the everyday pain points of our customers?
Are we truly making a difference in our customers’ lives and careers?
Why aren’t you the industry expert?
If you were the industry expert, would you be able to sell more products and services? Would you be able to launch new products more successfully? Would you get covered more in the traditional trade press…talked about more on niche online sites? Would customers request your marketing material? Would it be easier for your sales reps to sell? Would your traditional marketing work better? Would you be sought after at trade shows? Would you be able to identify new market opportunities better? Would you have less employee turnover? Would you be able to sell your products at a premium?
Why aren’t you the industry expert again?
3 Comments
Great points. We used to be more dependant upon the media to build an authority platform. Now anyone can publish a white paper or start a blog that puts your expertise on display for your customers. Of course, if you do that consistently over time, the media will eventually take notice and help to raise your profile even more.
Totally agree. Every business can become it’s own source of “media” by by publishging directly. A big issue positioning and carving out a point of difference. Companies need to tell their stories through a consistent message and tone. Many organizations don’t deliver non “sales” driven information or see the value in becoming a real resource of information in the area of expertise.
These are great questions, but I think one question that companies don’t answer (which leads to all the questions you listed) is “What interesting things do we have to say?” Everything else should come from that answer.