My favorite blog right now is Junta42 by Joe Pulizzi. He really provides the strategy behind the vast jungle of social media tools. It is all about content--but the right kind of content.
A client recently called in a panic saying one of their competitor's web sites was using the same tools we were using with our client. "It's the same!" our client told us. Perhaps. Visually it appeared to be following the Hubspot model, but when you examined the content the difference was clear.
They'd missed it!
Their content was still product-centric and promotional.
The biggest challenge facing marketers trying to win in the social media space is the dramatic shift in messaging strategy. It's no longer "your message", it's the "buyers' message". Marketers are really struggling with this. They are using the new tools and new media, but they are still using the same old messaging strategy and it isn't working.
Here's a simple way to determine if your content is right. Great content satifies these five criteria:
1. Is the content about a customer problem, challenge, or pain that may or may not be directly connected to your product or service?
2. Does the content provide answers to the questions your customers are asking?
3. Is your content honest; absent of spin, persuasion, and adjectives?
4. Is it easy to find and access?
5. Is it complete, providing the full details (good and bad)?
Next time you are developing content for your web site, blog or social media world, ask yourself these five questions and see where you are.
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