The Blog at Prism Content Solutions
Navigating content marketing strategies.
Archive for the ‘Mass Communication’ Category
As you develop your content marketing strategy, you eventually have to make the call: Digital or print?
“Print?” you may ask. “People still do that?” (The answer, of course, is yes, though that landscape has changed.) However, digital media, while seemingly faster and cheaper, has its own set of challenges. (“Look! We can set up a company Facebook page for free! But … how do we manage it?”)
OK, so, what do you do? Think about these three points.
- Content: What is your content? If it’s long-form text, print may be best. For small “bites” of information, like a timely image or an event notification, digital could work well.
- Audience: Who are you trying to reach? If your audience is tech-savvy (read: younger), digital is pretty standard. But if your audience is older, or if you just sense they are “old school,” print can make a stronger impression.
- Goal: What do you want to achieve? Do you want to keep your audience updated on the more time-sensitive goings-on of your business? Digital, with its faster turnaround, is key. However, in this age of distraction, people sometimes experience “information overload” and begin to tune out electronic media. That’s when something like a physical postcard or newsletter can create the real connection you want.
If you’re still not sure which avenue is best, then … try both! Repurpose the same content in both a print and digital format. With the right content management tools and a well-planned strategy, this can be done quickly and easily. The more channels you have, the more people you reach.
What is content, anyway?
Content is a message you want to share. It can be written or spoken words, an image, a video — even an idea.
What is content marketing?
Content marketing is sharing useful information with prospective clients. You could describe a content marketing strategy as an “indirect ad campaign.”
It’s different from straight-up advertising in that it’s not a blatant invitation to buy something. Rather, content marketing provides a little insight about a product or service while the audience (ideally) perceives less pressure to buy.
What is good — i.e., effective — content marketing?
Good content marketing attracts potential clients; really good content marketing transforms potential clients into new ones. It happens all the time:
- A retirement community shares an article about their successful Memorial Day Barbecue. This cheerful story spurs a reader to consider that particular retirement home for their loved one.
- A retailer describes an upcoming free in-store event in their e-newsletter. Extra details, like the mention of complimentary snacks, convince readers to attend, increasing traffic to the store — and increasing sales.
- An apartment community posts photos of their residents’ volunteer service project on their Facebook page. These images of fellowship inspire a prospective tenant to choose that community over the community’s competitor, which hasn’t shared content to stand out from the rest.
Check back soon to learn ways to create your own interesting and valuable content to promote your business.
Thanks for checking out our new blog. Our goal is to be a resource for anyone looking for innovative ways to effectively share content.
Prism’s specialty is helping businesses communicate site-specific, time-sensitive information. So we’ll be focusing our posts, hints and tips on ways to help you do just that.
If you’re already familiar with our company, you may notice our updated logo and overall new look. At Prism, we’re always working to make our products and services better. This philosophy of constant improvement inspired us to refresh our appearance. We hope it reflects the driven, forward-thinking and fun company we are!
Please visit again soon for some fresh ideas on content-sharing solutions.