Letterman, Leno, Fallon, Kimmel, Daly and…yes…even Winfrey. They crave it. They need it.
The “it” is the “get.” It’s an exclusive interview with a movie star, musician, comedian, politician or socialite that compels viewers to tune in.
In the crowded chaos of celebrity journalism and entertainment, the get is absolutely critical for a show and its host to remain relevant in the ratings.
The world of talk show hosts is actually quite analogous to the environment that confronts corporate marketers when they step into publishing of thought leadership content. It’s wicked competitive with an extensive range of information options available to customers, prospects, partners, employees, investors, analysts, journalists and other influencers.
Corporate blogging and social engagement programs often rely on bland, me-too perspective, content aggregation, and marketing fluff masquerading as thought leadership. And then corporate marketers wonder why no one reads this junk.
An effective content strategy demands the “get.” Act like a journalist and interview top level customers, profile executives and high-value influencers. Focus the conversation on best practices, lessons learned and insight into timely trends, rather than promotional hype.
Make your content a must-read and it will be just that.
Here are a few examples of great “gets” published by Strategic Communications Group (Strategic) clients:
Casey Miles at Brocade Discusses Big Data Trends with Federal Technology Insider
The Evolution of Social Referral Marketing: Q&A with Vijay Sundaram of Social Twist in Engage Today
CIO of Equal Employment Opportunity Commission Discusses Her Career Passions with Federal Blueprint