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/

Aliens and Lip Gloss

By John McGory

Do you want a first-class tip on how a company can stand out in today’s information avalanche?  Read on.

Yankelovich, a market research firm, estimates that a city dweller sees 5,000 advertising messages a day.  

Most of these ads rely on good placement, clever wording and exceptional creativity to capture your attention.  Victoria’s Secret is betting a scantily clad model licking her lips at you on the bus may add up to a sale next week.

Chances are they are wrong and the ad is a waste of time, money and lip gloss.  The human mind disregards a vast majority of what it sees and hears.

The brain cannot process 5,000 ads a day.  It deals with the overload through confirmation bias.  This is a tendency for people to favor information that confirms their preconceptions without regard for truth or reason.

We all do it.  Stereotype yourself and see how snuggly you fit into your own world where only agreeable thoughts are allowed inside.

Do a personal test on political and social topics.  Do you listen to both sides on climate change, Obama’s birthplace, abortion, the Middle East, taxes, political parties and religion?  Not likely.  Your mind is made up.

Ads are no different. We search for confirmation of what we already think.  So how can you market your brand to unbelievers?  With a world awash in information and a public programmed to disregard you, if not hate you, is it possible? 

Nope.  So forget about it and go after new customers who are programmed to possibly like you.

Brands can accomplish this through content marketing.  It is new-age marketing that provides quality information to customers in exchange for their attention.  Content marketing is not going to change unbelievers’ minds, but it may attract new customers.

Blogs, short, entertaining videos, white papers and podcasts are valuable tools.  It’s like inviting someone into your home and having a few hors d’oeuvres.  Once people get to know each other, then trust can be built and just possibly, a sale made.

The hors d’oeuvres in content marketing must be worth eating.  No one is coming back if they are stale or leave a bad taste in your mouth.   Content marketing needs to be deliciously entertaining or informative to stand out in this 5,000-ads-a-day world.

So here is that first-class tip.  Combining content marketing with confirmation bias is key. 

If you are selling UFO tours in Roswell, New Mexico, then your media content needs to be rich in never-seen-before crashed spaceship videos, alien blogs and political cover-up rumors.  The UFO believers expect it.  If the content is good, then maybe a few new fans will come to Roswell and buy a ticket. 

This powerful combination of content marketing and confirmation bias will show the one-sided thinkers that you get them.  And if they think you get them, they will let you in and love you in return. 

McGory is a partner in Webface, a content marketing company.  Webface can help you figure out who your friends are and how to attract them with deliciously entertaining or informative content.  Check us out at www.web-face-solutions.com

The Fight of the 21st Century

By John McGory

The recent death of Smokin’ Joe Frazier brought to mind three of the greatest sporting events of the 20^th century.  Frazier’s epic championship fights with Muhammad Ali in the 1970s were battles of legend.

Ali, the fast-talking, smooth fighter out of Louisville captured the hearts of the young with his brash manner and opposition to the military draft.  His flair and athleticism made him a darling of television. 

Frazier was a classic brawler with a dynamite left hook.  His never-back-down style and support of the military made him a favorite of conservatives.

Frazier won the first battle, which promoter Don King titled The Fight of the Century.  It lived up to its billing.  Ali won fights two and three including the classic Thrilla in Manila.

The fight of the 21st century is not between bruising athletes.  It is a much more subtle affair waged daily.  But this battle is capturing worldwide attention just as the Ali-Frazier fights did 40 years ago.

This scrap is between the two main ways people communicate. It is the reigning champion, the written word, versus the up-and-coming challenger, video.  Let’s look at the tale of the tape to see who has the advantage.

The written word goes back about 5,000 years to Mesopotamia.  It is the undisputed champion of culture and civilization.  Video is a newcomer.  Its history goes back a little more than 100 years, but its influence on education and entertainment has been impressive.

Much like Ali, video is the darling of the young and brash.  It is quick and involves more senses than its opponent.  Conservatives are fans of the written word. Reading the written word requires more thought and involvement by its fans.

The Internet is the arena for this slugfest.  The aging champion, the written word, is showing some wear when it comes to the on-line venue.  Its plodding style does not fit the new, fast Internet world.  Video’s ability to capture thoughts, music, images and actions makes it a big draw for younger and creative fans.

Some pundits are predicting that more than 90 percent of material downloaded onto the Internet in the coming years will be video.  Today, it is slightly more than 50 percent.  That spells doom for the champ.

But the written word has not lasted 5,000 years without being resilient.  Its skill at capturing emotion, complex thought and personal insight are formidable.

The video challenger is definitely impacting the way we do business and enjoy life.  The Internet and social media are both in its corner.  Video has knocked the champ to the Internet canvas.  To paraphrase the late sportscaster Howard Cosell, “Down goes the written word, down goes the written word, down goes the written word.”  Whether it gets back up will make for great 21st century drama.

McGory is a partner at Webface, an social media and video communications firm located in Columbus, Ohio.  Look for more information at www.web-face-solutions.com.