Articles Tagged ‘content’

Content is Now Truly King

Tuesday, December 11th, 2012

Ten years ago I was a part of a startup, and we had a motto that “content is king”. However, we were a bunch of idealists who really didn’t understand the underpinnings of the big search engines. Even though search engines wanted to deliver the most relevant searches to your users, the reality was technologists figured out ways to “trick” the system and have themselves rank higher than more deserving sites.

What I mean is “content” was not king, understanding the mechanics of search was king. Therefore, the reward for producing the best content was flawed, and SEO as it was known was not a resource that could be measured and driven by business management. Only the most risk tolerant and disciplined companies truly engaged in SEO, realizing the game changed monthly, weekly, even daily.

Why can we now say “Content is King”? Three major reasons:

1. Social: Social media is a direct amplifier to the great stories of great companies.
2. Teaching: Providing educational content is great for clients who are looking to engage, they can sample how you think before they even talk to you, this also helps drive your SEO.
3. Automation: Marketing automation has never been as easy to use, set up, and leverage from a standpoint of cost and development as it is now. This means your website can become an active and efficient part of your sales team, never complaining or taking a day off.

Content has returned to the top of the throne because your content represents you, how you think, how you serve your clients, and the philosophy you have in business and life. It represents your ideology and methodology for doing business.

“Content is King” because of the four inches it represents in between your ears and the ears of your employees, and how well you put that space into action and service.

Tony Scelzo
Rainmakers Marketing Group
317-216-6345
Tony@gorainmakers.com

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The Only Way to Create Real Content is Telling Stories

Monday, December 20th, 2010

kylepic

There are random times throughout my life where I have the pleasure of sitting down with Chris Baggott. Chris is co-founder of ExactTarget and now co-founder and CEO of Compendium Blogware. Our meetings always consist with some type of beverage and spirited discussion around the world of direct/internet marketing.

We were talking about the future of online marketing and where social media, email, blogging, podcasting, search and mobile fit into the discussion. After arguing about a few things here and there we came to the conclusion that everything is about content. Now, it does matter what type of tools you use and how you use them… but that more important thing in marketing is about creating content that moves.

Chris made the comment:

“Above all, it is about taking your story… your company stories… your client stories… your employee stories… and humanizing content. It is about telling your story to improve search and the sharing of the content. Simply put… get other people to tell the story for you.”

This is a conversation that happens quite a bit. I say it all the time… I don’t care about your clients. I care about their friends. Your clients are already your friends! Leave customer service and client retention programs to keep them in the loop.

Create content and marketing strategies that encourage your clients to talk to their friends.

Because the truth of the matter is…

The only people who can truly humanize your content are the people you have already served. They are also the only people (and marketing voice) that will cause potential clients to act… and buy.

kyle lacy, ceo
brandswag corp
(blog) www.kylelacy.com
(web) www.getbrandswag.com
(join) www.smallerindiana.com
(tweet) kyleplacy
(office) 317.829.1616
(mobile) 765.610.5965

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