Publish or Perish: The New Rule of Marketing

By John McGory

Publish or perish.  The historical phrase used by university PhDs is now shifting to the business world.  In 2012, businesses will begin to understand that becoming Internet publishers will be their most critical marketing effort, bypassing website creation. 

Huh?  What in the world of Webface are we talking about?  Let’s take a look.

Our last blog discussed the concept of content marketing (Aliens and Lip Gloss, In Your Webface!, December 14, 2011 http://webfacesolutions.blogspot.com/).  Content marketing provides quality information to customers in exchange for their attention.

Gaining the attention of your customers is what marketing is all about.  And let’s face it, your customers are not riveted to your website for entertainment.

The Content Marketing Institute reports that “93 percent of marketing professionals create or plan to create content marketing as part of their overall programs next year.”

The shift, according to the institute, is from print advertising to social media advertising.  So brochures and newspaper ads are out and blogs, videos and social media channels are in.  The static nature of websites will reduce their importance in gaining customers’ attention as well. 

Here are tips on what to do to move forward to create your own content marketing.

Content needs to be informative and entertaining to gain attention.  Companies need to dedicate resources to ensure that standard is met.

Develop high editorial standards for all materials produced.  This includes blogs, videos and social media channels.

Develop content that makes your company an “expert” in your field.

With that “expert” thought in mind, develop content that focuses on topics rather than your company.  Customers want to learn about people and things, not your company.  If you succeed, when the customer needs your product or service, they will know where to turn.    

Finally, be patient.  Building community takes consistent quality.

The Content Marketing Institute reports that the business-to-business marketing tools seeing the biggest jump in use over the past year are blogs and videos, with 27 percent increases.  White papers were second, increasing by 19 percent.

In the past two years, magazines were the biggest marketing-tool losers, with an 11 percent drop. Printed newsletters took a five percent fall.

The content marketing tools used the most in 2011, according to the institute, were:

Posting articles                                               79%

Social media (not counting blogs)               74 %

Blogs                                                                 65%

E-newsletters                                                  63%

Case studies                                                     58%

In-person events                                             56%

Videos                                                               52%

White papers                                                   51%

Content marketing is the hottest marketing trend, but it takes thought and resources to create.  While just a few years ago a website was a necessity, companies and organization now need to focus on becoming Internet publishers. 

It’s the world of publish or perish.  It is now upon us. 

John McGory is a partner at Webface, a content marketing firm.  Let Webface help you publish deliciously rich content.  Learn more at www.web-face-solutions.com

http://technorati.com/business/advertising/article/publish-or-perish-business-marketing-2012/