There are two sustained trends that have re-shaped how buyers of information technology products and services make a purchase decision:
–The rapid, timely and convenient access to relevant information through Web search and social media; and
–The shift in influence from traditional sources of credibility such as journalists, analysts and conference organizers, to the community and conversation that define social networks.
To be relevant with customers, prospects and partners at the initial point of interest, we work closely with our clients to become quasi-trade publishers. Our approach is to produce exceptional content to attract a loyal community of readers and then deliver measurable, sales-related ROI through the appropriate integration of lead generation and nurturing tactics.
In my pitch to prospective clients about our methodology I position publishers as dated and dusty in their thinking. And candidly, I believe we can all agree publishers have been slow to react to the massive disruption in their business model that occurred during the past five years.
However, I now realize that I may have been too hasty and eager to toss publishers into the scrap heap occupied by irrelevant businesses such as music and video rental retailers. As it turns out, many traditional ink on paper providers have developed new and innovative sources of revenue.
Here’s an example: native advertising. Never heard that phrase before? Me neither…until yesterday when I came across this article in Adweek:
It is certainly a confusing world for corporate marketers because they have a myriad of vendor options when it comes to content creation, distribution and sales enablement.
I’m still thinking through what this all means for Strategic Communications Group (Strategic) and how to most effectively position our approach in the market.