Subscribe Feed (RSS)Content Synergy Method
July 5th, 2008 by Kevin Dykes | Filed under Content Marketing, Social Media Marketing.It doesn’t matter if you sell to businesses or consumers; all buying decisions are made by individuals… people. Marketing has changed and people (your buyers) have changed. They don’t want to be sold-to anymore. They have grown tired of the same old usual platitudes – quality, service, blah, blah.
Today, marketing needs to be about creating an ongoing conversation with your prospects. You need to educate them and illustrate your authority or expertise in a way that will excite them to engage with you in a more meaningful way. And, yes, you need to connect at the right time to help them buy what you sell.
Our approach is called the Content Synergy Method
Expose Yourself
You and your company are already unique. The inside reality of your company is what the people need to see. The Content Synergy Method begins by extracting information from you through an interview process, similar to how a Newspaper Reporter or a Documentary Filmmaker might capture your story. The story is not just the facts – the story is the essence of you, your team and your company.
Demonstrate Your Expertise
Next, this story must be shown to the world in the ways that will allow them to connect with and get to know you. You must educate your prospects and use this approach to establish yourself as the Expert or Authority. This builds trust. And People buy from people they know, like and trust.
Fresh Content
Simply speaking, Content Synergy is about developing a series of fresh, targeted educational and conversational video , audio interviews, articles and stories. These content topics should support your business goals, but are absolutely ‘non-salesy’ in nature. Each monthly topic will become the single foundation for a whole series of content elements, including things like:
- Educational & Conversational Written Blog Posts
- Recorded Audio Interviews & Podcasts
- Short-format Internet Video
- Ongoing Content Series to Email & RSS Subscribers
- Article Marketing to Industry Directories
- Monthly Educational “Tip Sheets” in PDF format
- Online Webinars & Live Events
Each piece is driving prospects to subscribe or engage further with you, allowing you to develop an ever-growing set of quality leads for your business. While this level of ongoing content development may seem impossible to accomplish for the small business, therein lies the power of the Content Synergy Method.
