Smart Business Magazine, June 2013

June 2013 Smart Business Northern California 7 MICHAEL MARZEC CONTENT STRATEGY HAVE AN IDEA TO SHARE Engage with us on Twitter @ Smart_ Business From the Internet to Wi Fi to smartphones a tectonic shift has taken place with technology forever changing the landscape of marketing just as radio and television did before Only this time its different This time the power has shifted from the hands of a few hundred powerful media outlets to the hands of billions of consumers At the same time companies like yours have been handed powerful tools and an unparalleled opportunity to engage with customers like never before Its not just in the obvious new places like mobile websites apps and the media Technology has made it easier and cheaper to communicate through video live events and yes even print publications Like it or not you are a media company So whats a media mogul like you to do You need to do one thing create content And you need to do it well You need to create content that generates interest among your target customer base and engages them with your organization It might sound easy but its not Most business leaders know that effective EC MC Something you should have learned in physics class No but its the new law of marketingcommunication is one of the biggest challenges any company faces When that communication is what sets you apart in the minds of your customers and prospects the stakes are that much higher Here are a few important points to keep in mind as you set about embracing your new role as a media company Be where your audience is Content comes in many forms Most of us 40 or 50 something business executives are more comfortable reading printed material Flipping through your brochure newsletter or even your own custom magazine is comfortable for us So hand us something But younger VPs and 20 somethings many of whom do the heavy lifting of researching company buying decisions are more comfortable gaining intel online They scour videos on YouTube mine infographics on visual ly and peruse PowerPoints on SlideShare So take the time to figure out which of these is the right channel to reach your target customer Share knowledge not platitudes Yeah we get it Your people are smarter their customer service is better and their breath smells fresher longer But thats not why we might be interested in your business What we want to know is how youre going to solve our problems and make our lives easier We dont want you to tell us you are smarter we want you to show us you are smarter Thought leadership articles white papers and blog posts showcase your knowledge of industries issues and tactics They differentiate you from your competitors and position you as a subject matter expert in your market Talk about customers more than yourself The best communicators are great storytellers Stories resonate They connect us They are simply what we remember Sharing client success stories is one of the best ways to tell your own story The tried and true case study is one of the most effective forms of content in a marketers arsenal If you show us how you can make our businesses faster better stronger we will do business with you Its that simple And if you have particularly well known and respected clients you get the added benefit of basking in their reflected glory Welcome to the media business Now go tell your story Every company is a media company Its a phrase coined some eight years ago by tech journalist Tom Foremski to describe the impact of technology on marketing Michael Marzec is chief strategy officer of Smart Business Network and SBN Interactive Reach him at mmarzec@ sbnonline com or 440 250 7078