Earlier this year I was asked by the irrepressible Gini Dietrich to contribute my thoughts to an ebook titled, Dear CEO: Letters to the C-Suite from Experts on Vision, Culture, Community, and Integration. It’s a collection of letters to an unnamed CEO offering honest, unvarshished advice from 30 other business, marketing and pr pros. It was a humbling experience to be asked, because there are some REALLY smart people in this book, including social marketing luminaries Danny Brown and Beth Harte.
Here’s my contribution:
You already know that social media is the new (and now permanent) marketing glue. It‘s not going away and its reach and use is permeating practically every corner of your marketing efforts.
What‘s in store for social marketing trends? From a handful of blog posts from leading bloggers and social media luminaries, I‘ve aggregated the following items: QR codes; mobile; group buying; niche location; Facebook advertising; reputation management; listening emphasis; customer service and Q&A sites.
All these will have an affect to varying degrees or another, but in my opinion, content development and marketing will be the most important this year. Developing new, compelling and valuable information is what progressive organizations will use to attract and hold the attention of their prospects and buyers.
Content is the fuel of social media. The value is how you mine it, process it, refine it and present it. You‘ll do this two ways. First, look internally to the wealth of information contained in your internal assets (read: your people and their expertise); and second, engage on Twitter, LinkedIn, Facebook and blogs to tap the pools of marketing crude and deposits of customer insight. These rich sources will help you continually engage, educate, and inform your customers and followers in such a way to keep them transacting with you.
Yes, like the saying goes, content is king, but it should not be content for content sake. It should be systematic, adaptable, relational and relevant. Content needs to cover your customers at different stages of the buying cycle in the right formats. It‘s been said many times by many people: divvy up your content into bite-sized marketing morsels that can be used in many different forms. This repurposing is more time and cost effective and will give you greater flexibility to meet the needs of your customers to influence their buying decisions.
Bottom line: Create content with context.
Bob Reed Partner & Co-founder
This little book is brimming with wise insight and advice. And you can secure a PDF copy for free.
Be the first of ten people to share it, and you’ll get it. Use the #DearCEO hashtag on Twitter, and share it on Facebook, LinkedIn and wherever else. Then let me know via any of my profiles. I’ll be watching. If you miss out on the freebies, head on over to Arment Dietrich’s Spin Sucks and purchase a copy. It’s worth it.