Content is your best product, definitely

content is your best product

If you value your content like you value a product, you realise that you have the opportunity to “sell” your product every time you create and publish content. Usually, like a product, the only content that really sets the difference is that which we create ourselves, our own crafted content, not the one we’re taking from somewhere else and simply sharing.

Take a look:

Newsletter / RSS / Database

To provide quality content that makes a change in a free private newsletter take a look at what Carlos Bravo is doing. Monday or Tuesday could be a great day for this. Perhaps you may consider doing it over the weekend, aiming to create a tribe outside the noise of the busiest days. That’s exactly what Chris Brogan does, with a long, active database that he nurtures, giving him a competitive edge. I’m currently working on the daily RSS subscriptions to my blog and they continue to rise. The greater the audience, the more new people I “bump into”. This has led to an increase in the average business opportunities (“leads”) coming through my blog: increasing to 0.9 per day (up by 0.3 compared to 2012).

Audio / Podcast

Provide audio content. Have you considered carrying out a weekly podcast that your audience may listen to while they’re practicing sport, working or going from one place to another? Juan Merodio has been doing this with his posts for a couple of years and they have now been listened to 200,000 times. Another idea is turning this audio content into subscription podcasts published through a programme (for instance, iTunes), allowing you to choose your own periodicity.

Video

Video as content. In his channel, Valentí Sanjuán entertains, connects and has something to say. With his videos, he reaches more people than any other blogger in Spain. His reach and impact continue to grow daily as a result of the significant emotional bond that his audiovisual content provides. Valentí has created a line of branded content that is tightly linked to a community of followers that continues to grow with every video he publishes. It’s easy to see how he cleverly “calls to action” in every video, pointing towards other videos that may be of interest to his audience. This maximises the experience, contact and bond with the content, making a huge impact. In the case of Valentí this is further strengthened by the great personal brand that he’s building around himself and his work.

Ebook / Book

You can compile your best and most valuable posts into a book or ebook, for offline or online use. In that way, people can read you while they travel by train or plane. This has worked for Seth Godin, or Guy Kawasaki with “What the plus!”. However, you don’t need to be a celebrity to compile a book based on your articles or posts and turn it into an ebook; anyone can do it, with next-to-nothing marginal costs involved. This makes it possible for anyone who writes to become their own publishing house. If the content is good, you will reach thousands, hundreds of thousands or, who knows, maybe millions of readers. Couldn’t it work for you? I’m going to try this out. I’m currently preparing my second book, which I was writing at the same time as my first. Let’s see what comes of it!

Sharing content is really great, but tell me something: why look at you if you do exactly the same as anyone else?

Bonus: perhaps that “anyone else” has been doing exactly that for many years.

Photo credit: Gauravonomics.

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Digital Marketing: Humanity rather than Technology

It’s a fact: in digital marketing, the more robotic, automatic and artificial things become, the more people we need to get results and reach conclusions, meet objectives and create human relations. We still need human insight to guarantee a ROI. It’s not a flaw, it’s a universal thing; and I hope it continues so for a long time.

Art and Science

We want to make processes easier and we hide them all under artificiality. However, we cannot automate the strategy. No technology in the world can understand your client, interact with your community as a resonating box, build human capital or create irresistible assets and guarantee a suitable ROI along the way.

Technology isn’t usually accompanied by creativity, emotions or leadership, although it does generate information and take us somewhere. But, is that enough?

It’s just like art, in any of its forms. Art is made by humans, science by technology. There are two reasons we invest in artificial processes: information integration and accessibility, and productivity and efficiency. This would include art and science.

Technology

Technology may determine the best offer you can attract a client with, based on past purchase, timing and behaviour patterns. Technology also tells us what channel to use to optimise response to this type of offer according to the clients’ preferences. A propensity model may tell us when a client will be returning and what it is they will need on their next visit. Technology also predicts how and how often offline communication influences digital behaviour, as broadcasting or direct marketing.

People as Assets

The human side starts when you start considering the clients’ experience, their emotions and feelings when they arrive at your brand or product or their connection through engagement. People can guarantee creative assets, at the right time and place. Usually, the more creative assets are needed, the more customisation we offer through technology. Every interaction with a client gives rise to new information regarding a future opportunity. Technology informs us of all this and it executes our plans, but it doesn’t create them, it doesn’t produce art; that’s what we’re here for!

How do you direct the art and science of digital marketing using a human-technology environment? Are there any gaps that technology can fill or is using human talent a better strategy?

Photo credit: NY daily news.

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