Technology has changed marketing, due to the fact that organizations have a wide variety of mediums for communicating their message. It can be difficult for firms to know where they should allocate their resources. Therefore, some engage in a content marketing strategy to generate as many different offerings as possible. This, however, is not always the best strategy for connecting with customers.
In her article, Content Marketing Strategy Blunders from a Copywriting Diva, Kristen Schimek notes that firms can get so focused on producing various formats that they may forget about the actual value of the content. In other words, a variety of mediums may potentially reach more people, but there still has to be a meaningful connection.
Another secret of content marketing is that information should be targeted, rather than simply released to the public without any thought of the audience. Schimek uses the analogy of a gun, and suggests that a targeted rifle of content may be more effective than a shotgun that has a wider range but is less effective on one particular spot.
One more secret of content marketing is that firms have to build a relationship with potential clients. An analogy for this point has to do with boxing, as the firm may do better when they “jab” the customer rather than trying for a knockout punch on the first try. If an organization comes on too strong, the client may shy away from the message and a relationship may never be built.
An Orange County bankruptcy attorney at McKnight, Thomas Kerns, LLP has assisted the BestLegalMarketing editorial team in identifying topics of importance to readers of this blog.
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Dori Eldridge manages the network of blogs created by LexisNexis to promote community within the legal marketing realm, and educate clients and those new to marketing on the most effective ways of getting your name out into the world. She brings 12 years of online marketing experience to the party.
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Thanks for the shout out! Always remember quality is supreme in the world of online content (as well as most other things for that matter).
Hi Kristen! Thanks for stopping by. We’ve done a second post based on your piece as well (posted today). I completely agree – you can try all kinds of SEO magic, get your site on all the right directories, offer daily posts or updates to the site, etc, but at the end of the day if you offer poorly crafted content that doesn’t provide useful information you’ve kind of failed. Looking forward to reading more of your stuff!