Recently, we’ve been exploring the notion of Media Modality — the idea that different media entail different ways of reading and processing information. Any reader or processor of information is going to approach various media with different expectations. They will also think differently about the information they process.
In order to market in a medium you need to speak its lingo. Below, I’ve broken learning the lingo down into 5 easy-to-follow steps.
The fact that the audience of the internet is referred to as “users” shows how interactive the medium is. With this in mind, user-generated content and user interaction contribute greatly to the overall engagement and retention of visitors and potential customers.
We were recently asked how we would craft an online content strategy if we only had 40 hours a month to do it. It’s an interesting idea. The most important thing is identify, identify, identify.
Bill Cosby, Michael J. Fox, and Ted Danson turned NBC into a powerhouse during the ’80s with their Thursday night lineup. The Cosby Show at 8PM, Family Ties at 8:30PM, and Cheers at 9PM became a regular staple in homes across the country. The ratings were huge and it got television executives talking about a phenomenon where the audience would expect shows at a certain time and they would rearrange their schedules around them in order to tune in. They called it “Appointment Television.” The most loyal of fans would make a habit out of watching the shows because they knew when and where to find them.
The concept, which developed a loyal following for NBC and turned it into the number one network, can work for you too as you develop your content marketing strategy.
Bill Cosby, Michael J. Fox, and Ted Danson turned NBC into a powerhouse during the 80s with their Thursday night line-up. The Cosby Show at 8PM, Family Ties at 8:30PM, and Cheers at 9PM became a regular staple in homes across the country. The ratings were huge and it got television executives talking about a phenomenon where the audience would expect shows at a certain time and they would rearrange their schedules around them in order to tune in. They called it “Appointment Television.” The most loyal of fans would make a habit out of watching the shows because they knew when and where to find them.
The concept, which developed a loyal following for NBC and turned it into the number one network, can work for you too as you develop your content marketing strategy.
In Pay no attention to that man behind the curtain, we discussed the trend of creating behind-the-scenes content, and we cited some great examples, including Ford’s CEO using Twitter, the making of a commercial for Sony Bravia, and Nokia’s conversations blog. CBS’s The Early Show could have made the list when they began streaming live,…
One great way to build relationships is not by knocking on doors but, rather, by opening your own. Reach out to the people you want to build relationships with and involve them in the creation of content that speaks to them and to their audience.
Budget Strategy and ROI (Part 2 of 6) This series asks the tough questions about evolving marketing strategies and the benefits and returns you should expect and plan for. If somebody told you that you could reach nearly every potential customer directly, engage them meaningfully, and spend less money, would you do it? And what…
I was lucky enough to land a pre-release copy of Bernie Borges’ new book, Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing. Borges is a marketing vet with a deep understanding of both traditional and online marketing for small to medium-sized companies. Adapt marketing to the market Bernie’s big idea…
There is so much well-produced video online today that people’s expectations are high. You don’t want to be the Cable Access Channel to your competitors’ MTV.
Telling a great story does you little good if people don’t read it, watch it, or listen to it. Make your content more reader-friendly and get more action on your content.
Satisfying your audience’s appetite for your content can be as simple as following these three basic guidelines:
